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Media for SustainableDevelopment

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Leo Rex C. CayabanIssue Editor

History was made on 12 December 2003 when top-level policymakers from 12 East Asian countries met in Putrajaya,Malaysia and adopted the Sustainable Development Strategy

for the Seas of East Asia (SDS-SEA). The adoption of the SDS-SEA isunprecedented, in that it now provides countries in the region with acommon framework of actions for attaining the goal of sustainabledevelopment.

But for the SDS-SEA to be effectively implemented, word has toget out. To put it more aptly, the message of the value of our seas, theseverity of environmental challenges, and the opportunities created bythe SDS-SEA to address these challenges should be brought to themultitude of stakeholders for whom this strategy was developed. Ifthere was one stakeholder group that could get the word out, it wouldbe the media.

This issue of Tropical Coasts attempts to capture the insights ofone of the most dynamic sectors of society: the media and its role insustainable development. More than just finding and reporting storiesfor public consumption, the media has a myriad of functions that canfurther the cause of improving the quality of life. If sustainabledevelopment is about changing attitudes, adopting new policies andtaking action, then the media has a major role to play.

Media’s capacity to reach a wide audience is instrumental in buildingawareness to coastal environmental issues – a must-have for activestakeholder participation. Coastal management endeavors that forgesuccessful partnerships with the media can therefore go a long way.Resurreccion’s article (page 4) takes a look at how coastal managementefforts in the Philippines actively involves the media in the activitiesand even provides suggestions on how media could be exposed more tocoastal and marine management issues for a more factual and effectivereporting.

Mangahas (page 10) follows with the futility of conductingenvironmental communication campaigns without considering the socio-cultural underpinnings of a particular issue. His is a warning. What, forinstance, would a simple fisher make of a colorful brochure, “half thecontent of which he does not understand.” This brochure could find itselfput into more practical use given the context of a fisher’s need to feedhis starving family.

The world is indeed becoming a smaller place, no small thanks tothe far-reaching abilities of electronic media. Television and theInternet in particular have the ability to reach a truly global audience.But electronic media not only informs, it could also facilitate theexchange of knowledge and experiences between countries. Hong (page14) provides a look on how electronic media can facilitate the creationof a media mechanism to support sustainable development efforts inthe East Asian region.

Advocacy is another area where media can have a telling effect.Almeida (page 18)shares the experiences of an NGO in Cambodia, asit uses traditional and non-traditional media strategies to raise publicawareness on environmental issues, inform stakeholders of their rightsand promote active involvement in advocacy activities for theempowerment of local communities.

The youth is never far behind new technology. Today’s tech-savvyyouth enjoy a mind-boggling level of information access the likes ofwhich were unthinkable just a generation ago. With the Internet fastbecoming a part of the youth’s lifestyle all over the world, Custodio’sarticle (page 32) offers ways on how cyberspace can be used to educateand build environmental awareness for society ’s most precious sector.

Roxas (page 36)makes us step back and watch as she picks apartthe very nature of media to expose its multiplicity. Whether it may begovernment media, commercial or mainstream media or evenalternative media, its multiplicity can reach diverse levels of audiences.As the world develops strategies and plans of actions with concretetargets for attaining sustainable development (such as the World Summiton Sustainable Development), media’s multiplicity can translate suchaction plans into forms where people can relate and identify with,moving them to act.

Yoshida (page 38)provides a glimpse into the world of Japanesefisheries, its challenges for sustainability, and on how journalists cando their part in promoting awareness on the plight of one of Japan’smost ancient trades. Yoshida expounds on the skills and techniques thejournalist of today would need to cover complex environmental issues.

To enhance media’s role in implementing the SDS-SEA, and otherrelated instruments, the media must be made fully aware of theconstraints and chal lenges to be met when working on theenvironmental front. The articles in this issue of Tropical Coasts providemany examples of such challenges and offer some means on how toaddress them.

If sustainable development is to be realized, then a well-informedpublic is already half the battle. Just like any other stakeholder whostands to lose if the continued degradation and unsustainable use ofthe world’s resources are left unabated, the media’s role will betelling. The coming years will be interesting ones. Perhaps by then theworld’s media can find itself not only telling the story of sustainabledevelopment, but also actively making it happen.

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The Global Environment Facility/UnitedNations Development Programme/International Maritime OrganizationRegional Programme on Partnershipsin Environmental Management for theSeas of East Asia (GEF/UNDP/IMOPEMSEA), Sida Marine ScienceProgramme, the Coastal ManagementCenter (CMC), and the United NationsEnvironment Programme – GlobalProgramme of Action (GPA) publishTropical Coasts Magazine biannually.This publication is geared towardsstimulating an exchange of informationand sharing of experiences and ideaswith respect to environmental protectionand the management of coastal andmarine areas. Readers are stronglyencouraged to send their contributionsto:

Executive EditorP.O. Box 2502,

Quezon City 1165,Metro Manila, Philippines

The contents of this publication do not necessarilyreflect the views or policies of the Global EnvironmentFacility (GEF), the United Nations DevelopmentProgramme (UNDP), the International MaritimeOrganization (IMO), the Regional Programme onPartnerships in Environmental Management for theSeas of East Asia (PEMSEA), Sida Marine ScienceProgram, Coastal Management Center (CMC), theUnited Nations Environment Programme – GlobalProgramme of Action (GPA), other participatingorganizations, or the editors, nor are they an officialrecord. The designation employed and thepresentation do not imply the expression of opinionwhatsoever on the part of GEF, UNDP, IMO, PEMSEA,Sida Marine Science Program or CMC concerning thelegal status of any country, territory or city or itsauthority, or concerning the delimitation of itsterritory or boundaries.

ISSN 0117-9756

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Tropical Coastsw w w . p e m s e a . o r gV o l u m e 10 N o . 2 D e c e m b e r 2 0 0 3

Chua Thia-EngExecutive Editor

S. Adrian RossEditor

Leo Rex CayabanIssue Editor

Jonel P. DulayAnna Rita G. CanoDesign/Illustration/DTP

Azenith CarlosLeo Rex CayabanResearch

Zarah Jane AlmeidaKhristine R. CustodioDinh Thi Thu HongPaolo P. MangahasAngelina ResurreccionElizabeth C. RoxasMitsuhiro YoshidaContributors

Adding the Socio-Cultural Dimension inAdding the Socio-Cultural Dimension inAdding the Socio-Cultural Dimension inAdding the Socio-Cultural Dimension inAdding the Socio-Cultural Dimension inEnvironental CommunicationEnvironental CommunicationEnvironental CommunicationEnvironental CommunicationEnvironental CommunicationPaolo P. Mangahas

Role of Electronic Media in SustainableRole of Electronic Media in SustainableRole of Electronic Media in SustainableRole of Electronic Media in SustainableRole of Electronic Media in SustainableDevelopment of the Seas of East Asia —Development of the Seas of East Asia —Development of the Seas of East Asia —Development of the Seas of East Asia —Development of the Seas of East Asia —Visualizing the GoalsVisualizing the GoalsVisualizing the GoalsVisualizing the GoalsVisualizing the GoalsDinh Thi Thu Hong

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3 63 63 63 63 6Sustainable Development and theSustainable Development and theSustainable Development and theSustainable Development and theSustainable Development and theMultiplicity of MediaMultiplicity of MediaMultiplicity of MediaMultiplicity of MediaMultiplicity of MediaElizabeth C. Roxas

3 83 83 83 83 8Sustainable Fisheries and the Role ofSustainable Fisheries and the Role ofSustainable Fisheries and the Role ofSustainable Fisheries and the Role ofSustainable Fisheries and the Role ofPrint Media in JapanPrint Media in JapanPrint Media in JapanPrint Media in JapanPrint Media in JapanMitsuhiro Yoshida

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Editorial 2 2 2 2 2 • PEMSEA Events 4 64 64 64 64 6

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Raising Public Awareness on Coastal andRaising Public Awareness on Coastal andRaising Public Awareness on Coastal andRaising Public Awareness on Coastal andRaising Public Awareness on Coastal andMarine Concerns through the MediaMarine Concerns through the MediaMarine Concerns through the MediaMarine Concerns through the MediaMarine Concerns through the MediaAngelina Resurreccion

Connecting YConnecting YConnecting YConnecting YConnecting Young Environmentalists:oung Environmentalists:oung Environmentalists:oung Environmentalists:oung Environmentalists:Riding the Waves of InformationRiding the Waves of InformationRiding the Waves of InformationRiding the Waves of InformationRiding the Waves of InformationTTTTTechnology into a Sustainable Environmentechnology into a Sustainable Environmentechnology into a Sustainable Environmentechnology into a Sustainable Environmentechnology into a Sustainable EnvironmentKhristine R. Custodio

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On the Cover

The Media inDevelopment

Media is finding itself activein covering environmentalissues as world concerngrows. As a majorstakeholder, media has arole to play in sustainabledevelopment. But is media’srole finished and done withat the end of every storybroadcast or article?

The Mlup Baitong Experience: RaisingThe Mlup Baitong Experience: RaisingThe Mlup Baitong Experience: RaisingThe Mlup Baitong Experience: RaisingThe Mlup Baitong Experience: RaisingEnvironmental Awareness and AdvocacyEnvironmental Awareness and AdvocacyEnvironmental Awareness and AdvocacyEnvironmental Awareness and AdvocacyEnvironmental Awareness and Advocacythrough Media in Cambodiathrough Media in Cambodiathrough Media in Cambodiathrough Media in Cambodiathrough Media in CambodiaZarah Jane Almeida

PEMSEA News 4 44 44 44 44 4 • Facts and Figures 4 84 84 84 84 8

s p e c i a l f e a t u r e

2 62 62 62 62 6 Putrajaya Declaration of RegionalPutrajaya Declaration of RegionalPutrajaya Declaration of RegionalPutrajaya Declaration of RegionalPutrajaya Declaration of RegionalCooperation for the SustainableCooperation for the SustainableCooperation for the SustainableCooperation for the SustainableCooperation for the SustainableDevelopment of the Seas of EastDevelopment of the Seas of EastDevelopment of the Seas of EastDevelopment of the Seas of EastDevelopment of the Seas of EastAs iaAs iaAs iaAs iaAs iaThe adoption of the Putrajaya Declaration on 12December 2003 paves the way for a strategic regionalapproach in developing and managing coastal andmarine resources in the East Asian region.

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Angelina ResurreccionNation and Science EditorNation and Science EditorNation and Science EditorNation and Science EditorNation and Science Editor

TODAY NewspaperTODAY NewspaperTODAY NewspaperTODAY NewspaperTODAY Newspaper Makati City, Philippines

IntroductionIntroductionIntroductionIntroductionIntroduction

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The people in the coastal areasin Bataan, from barangay(village) residents,schoolchildren, to governmentand office employees, cleanthe coastal areas of theprovince. They pick up solidwaste strewn around thecoastal areas and on the water,which damages the coastal andmarine environment.

The activity has becomepopular that the residentshave adopted it and organizedregular coastal cleanups in thewhole province twice a yearand in the coastalmunicipalities weekly ormonthly. It has become aregular school, community andcorporate activity where theparticipants do their share incleaning the environment,while enjoying thecamaraderie and self-fulfilment it brings.

Raising PublicAwareness on Coastaland Marine Concernsthrough the Media

Called Kontra Kalat sa Dagat(Movement Against Sea Littering) thevolunteer work initiated by the BigayGaling sa Kalikasan ng Bataan or BIGKIS-Bataan in the Philippines, which startedon 19 September 1999, earned not onlymany awards and citations, but moreimportantly, a cleaner, more habitable-and profitable-environment for theresidents and other stakeholders.

The waterways were decloggedwhich prevented flooding, and red tideno longer exists since 2002. With cleanseawater the fishes and mud crabreappeared, in return giving more foodand income to the people.

William Azucena, officer-in-chargeof the BIGKIS-Bataan ProjectManagement Office, said that besidesthe environmental and economic gains,the activities helped increase thepeople’s sense of volunteerism andcooperation, and made them realizethat they have power through theircollective work. They have alsodeveloped a behavioral change, he said,by no longer throwing their solid wasteanywhere.

In Batangas Bay, Philippines, ademonstration site for theimplementation of integrated coastalmanagement (ICM) program underGEF/UNDP/IMO Regional Programmeon Partnerships in the EnvironmentalManagement of the Seas of East Asia(PEMSEA), the residents also engage insimilar activities and more along thecoasts.

They engage in waste recyclingand segregation, materials recoveryand redemption, and tree planting onriverbanks, among others. Theyinvolve practically everybody in thecommunity — from the residents,local officials, public and privateemployees, and industries.

The Media and theThe Media and theThe Media and theThe Media and theThe Media and theBataan and BatangasBataan and BatangasBataan and BatangasBataan and BatangasBataan and BatangasICM ProjectsICM ProjectsICM ProjectsICM ProjectsICM Projects

These coastal environmentmanagement initiatives in Bataan andBatangas would not be known to manypeople in the remote areas in the twoprovinces, and throughout the

5D e c e m b e r 2 0 0 3

Philippines, if not through the massmedia.

With the newspaper articles andtelevision and radio broadcastsmany people in the two provinces —especially in the remote areas — andin the country as a whole, manypeople were informed about the pro-environment activities. More peoplewere able to learn about theconcerned issues, problems beingaddressed, the interventions beingmade, and the benefits they wouldget in return.

The Bataan and Batangasexperiences showed that the media,with its capacity to reach a greatnumber of people, plays animportant role in helping raise thepeople’s awareness, and in this case,about the issues concerning thecoastal and marine resources, whichis the very life of the people andcommunities around them.

In this way, media not onlygives the stakeholders directlyaffected in the communities, butalso those outside the communities,the hope that something can still bedone to solve the existing problems,but also indirectly helps themformulate policies and decide onactions they have to take.

This role of the media wasplayed to the hilt in Bataan andBatangas. And it paid off because,besides telling the people the issues,explaining their causes deeper andthe possible solution/s available, the

people were able to realize that theyhave an important role in — and theyhave the power to — solving theproblems confronting their coastaland marine environment.

How Did the Media HelpHow Did the Media HelpHow Did the Media HelpHow Did the Media HelpHow Did the Media HelpPPPPPopularize the Bataanopularize the Bataanopularize the Bataanopularize the Bataanopularize the Bataanand Batangas Coastaland Batangas Coastaland Batangas Coastaland Batangas Coastaland Batangas Coastaland Marine Protectionand Marine Protectionand Marine Protectionand Marine Protectionand Marine ProtectionProjects?Projects?Projects?Projects?Projects?

BIGKIS-Bataan successfullymobilized the media for Kontra Kalatsa Dagat and other related activitieswhich were organized later, such asmangrove planting, supplementallivelihood program, and theformulation of a coastal zoning andsea-use plan.

The 20 newspapers, 8 local TVnetworks and 3 radio stations carriedstories on the environmentalactivities and the issues surrounding

the environmental problems in theprovince. The newspaper agenciescarried news/feature stories andphotographs, while the TV networksand radio stations made newsbroadcasts and interviews.

The stories and photographs ofchildren picking up waste andplanting mangroves gave the readers,radio listeners and TV watchers thelasting impression of the urgent needto clean and protect the environmentfor the children and the futuregeneration.

Besides the mass media, BIGKIS-Bataan also popularized the activitiesthrough the use of audio-visualmaterials like videos, which wereshown in schools, government andprivate offices, ferries and buses, twonational TV channels and a local cableTV station. It also printed anddisseminated posters, leaflets andother handouts.

The stories and photographs of children picking up waste or plantingmangroves make the public realize the urgency to clean and protect theenvironment for the benefit of the future generation.

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On top of these, BIGKIS-Bataanensured close partnership with themedia by having two of its members,including the provincial informationofficer, in the information andeducation committee of theProvincial Coordinating Council ofthe ICM.

In Batangas, the province’s 75print and broadcast reporters, fourradio stations, and a TV channelhelped in informing the Batangeñosabout the coastal managementstrategies.

At the same time, the BatangasBay Region Environmental ProtectionCouncil implementing the integratedcoastal management project helpedthe mediamen familiarize andeducate themselves on the coastalenvironment issues in the provincethus, also provided them a widearray of materials to write about —

through news briefings, bay toursand ecological camps.

Evelyn Estigoy, deparment headof the Provincial Government -Environment and Natural ResourcesOffice (PG-ENRO) which is secretariatto the council, said that her officealso provided the media with regularpress releases, fact sheets, videodocumentaries and copies of theEnro Bulletin, the provincialenvironment office’s publication.

A member of the Batangasmedia also sits in the Council, thusdirectly making the media involvedin the ICM program.

“It is interesting to note that themediamen themselves have becomestrong advocates of and activepartners in the ICM program. Theythemselves produce their ownmaterials or spiels for print or

broadcast to encourage the people toparticipate in the activities and help inprotecting the coastal and marineenvironment,” Estigoy said.

Other Coastal and MarineOther Coastal and MarineOther Coastal and MarineOther Coastal and MarineOther Coastal and MarineEnvironment Initiatives inEnvironment Initiatives inEnvironment Initiatives inEnvironment Initiatives inEnvironment Initiatives inthe Mediathe Mediathe Mediathe Mediathe Media

Other coastal and marineprotection initiatives in many parts ofthe country, not only in Bataan andBatangas, were made known to peoplein other parts of the country throughthe media.

News and other types ofinformation in local and nationalnewspapers and in radio and TVbroadcasts discussed the coastalcleanups along Manila Bay with theworld-famous Manila Bay sunset as abackdrop — which further highlightedthe need to preserve its naturalbeauty.

There were also stories onmangrove reforestation along thecoastal area of Obando in BulacanProvince; the cleanup of Pasig River;the preservation of the naturalheritage sites, such as those inPalawan and Tubbataha Reef; thepreservation of protected areas of theAgusan Marsh Wildlife Sanctuary andSiargao Island; the creation of fish andturtle sanctuaries in some parts of thecountry; and many others.

Print and broadcast materialsalso presented the private companiesin their new role: as partners in

An example of a public-private partnership scheme to help make environmentalprojects viable is the San Fernando Solid Waste Mangement Project. Pro-Environment Consortium chairman and president Jose Luis Yulo Jr. and SanFernando City Mayor Rey Aquino sign the memorandum of agreement for the project.

7D e c e m b e r 2 0 0 3

environment protection together withother sectors. This was aptly shown innews items about the participation ofthe Petron Foundation in coastalmanagement in Bataan, through theBataan Coastal Care Foundation, Inc.;of Pilipinas Shell PetroleunCorporation in Batangas Bay coastaland marine protection; and of theCoca-Cola Bottlers Philippines Inc. inthe rehabilitation of Meycauayan Riverthrough Healthy EnvironmentalActions for Life-Meycauayan (HEAL-Meycauayan), and many otherprojects.

Furthermore, the new scheme inmaking environment projects viable —the public-private partnership or PPPscheme — wherein private agenciesbecome direct partners ofgovernment agencies also meritedmedia space. The latest of which wasthe partnership of the Pro-Environment Consortium and SanFernando City in Pampanga,Philippines with the signing of amemorandum of agreement for theSan Fernando Solid Waste ManagementProject.

At the same time, there were alsonews and feature stories aboutenvironment conferences, the signingof laws and agreements, or specialdays, such as Earth Day, CoastalCleanup Day, Environment Day andOcean Month.

The articles aptly balance thenegative environment stories - fishkills, oil spills, damaged coral reefs,decreasing number of fishes,

mangrove deforestation, coastalpollution or whale killing — that aremagnified and have become thestaple of tabloids, or sometimeseven land in broadsheet front pagesand radio and TV top stories.

The latter kind of news items,although they need to be exposedby the media to alert the peopleabout the environmental problemsand move the people concernedinto solving the problem, most ofthe time the news are reactive, notproactive, adversarial, notdevelopmental. Almost always theywere written by “parachutejournalists,” those who go to thesite only to gather information —mostly superficial — about theincidents, or by reporters who haveonly little knowledge or informationabout the whole environmentalproblem.

Learning from theLearning from theLearning from theLearning from theLearning from theMedia Experiences inMedia Experiences inMedia Experiences inMedia Experiences inMedia Experiences inBataan and BatangasBataan and BatangasBataan and BatangasBataan and BatangasBataan and Batangas

The successful partnershipbetween the local media in Bataanand Batangas and the ICM projectimplementers could be used asmodels on the effective mediawork for sustainable coastal andmarine environment.

Two factors could be citedfrom these experiences:

· that the mediamen have first-hand exposure on theproblems and the environmentinterventions, and

· the ICM project implementers’conscious efforts in involvingthe media in informationdissemination.

The Bataan and BatangasThe Bataan and BatangasThe Bataan and BatangasThe Bataan and BatangasThe Bataan and Batangasexperiences showed that the media,experiences showed that the media,experiences showed that the media,experiences showed that the media,experiences showed that the media,with its capacity to reach a greatwith its capacity to reach a greatwith its capacity to reach a greatwith its capacity to reach a greatwith its capacity to reach a greatnumber of people, plays annumber of people, plays annumber of people, plays annumber of people, plays annumber of people, plays animportant role in helping raise theimportant role in helping raise theimportant role in helping raise theimportant role in helping raise theimportant role in helping raise thepeople’s awareness, and in thispeople’s awareness, and in thispeople’s awareness, and in thispeople’s awareness, and in thispeople’s awareness, and in thiscase, about the issues concerningcase, about the issues concerningcase, about the issues concerningcase, about the issues concerningcase, about the issues concerningthe coastal and marine resources,the coastal and marine resources,the coastal and marine resources,the coastal and marine resources,the coastal and marine resources,which is the very life of the peoplewhich is the very life of the peoplewhich is the very life of the peoplewhich is the very life of the peoplewhich is the very life of the peopleand communities around them.and communities around them.and communities around them.and communities around them.and communities around them.

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The media’s direct exposure inthe projects, being residents of theareas, provided them a wide array ofmaterials to write or report about. Atthe same time, this exposure alsogave them the opportunity to notonly have the ringside seats in theboxing game, so to speak, but theprivilege to “swim” among the fishes,which give them a clearer and deeperunderstanding of the environmentalsituation and the solutions beingimplemented. As a result, thecontents of their reports were more“correct,” substantive, if not morecomprehensive.

Furthermore, the mediamen,being residents in the areas, are alsodirect stakeholders, thus, this makesthem conscious of and committed inprotecting their environment.

On the ICM projectimplementer’s side, their conscious

efforts in reaching out to the mediaplayed a key role in theirpartnership. Invitations to the mediato attend the environmentalactivities and the provision ofmaterials or news sources haveencouraged the mediamen to reportabout the initiatives and, as a result,become active players in theenvironment protection andmanagement themselves.

Also, involving the media inpolicy making and planning in theICM committees made them moreinformed and committed.

This is not to say that mediapractitioners who are not from thearea should not write about theenvironmental issues. What thispoint would like to stress is that,given ample exposure and materials,newsmen — even those who are notfrom the locality — could write or

report factually and intelligentlyabout the issues confronting ICM.This means that if study tours orcamps in ICM sites, or forums orbriefings are organized, or regularinformation materials aredistributed to mediamen, they cangain better understanding of ICMand be able to write good articles.

PEMSEAPEMSEAPEMSEAPEMSEAPEMSEA’s National’s National’s National’s National’s NationalConference on MediaConference on MediaConference on MediaConference on MediaConference on Media

The important role of themedia in helping raise the people’sconsciousness on coastal andmarine issues was shown inPEMSEA’s holding of the NationalConference on Media as Key Partnersin Environmental Sustainability inManila on October 23, 2002. Theholding of the conference alsoshowed that PEMSEA recognizes therole of the media in its endeavors.

These were highlighted in theconference’s aims, which were toenhance partnerships with the mediaand other communicationpractitioners working forenvironmental sustainability, and toidentify ways and mechanisms ofstrengthening media coverage ofenvironmental issues in thePhilippines.

Dr. Chua Thia-Eng, RegionalProgramme Director of PEMSEA,stressed the role of media when hesaid: “In the context of environment,sustainable development implies aplanned and strategic use of the

The Forum revealed an information gapThe Forum revealed an information gapThe Forum revealed an information gapThe Forum revealed an information gapThe Forum revealed an information gapbetween the local stakbetween the local stakbetween the local stakbetween the local stakbetween the local stakeholders andeholders andeholders andeholders andeholders and

policymakpolicymakpolicymakpolicymakpolicymakers and the scientistsers and the scientistsers and the scientistsers and the scientistsers and the scientistsregarding coastal and marineregarding coastal and marineregarding coastal and marineregarding coastal and marineregarding coastal and marine

environmental issues. It was agreed thatenvironmental issues. It was agreed thatenvironmental issues. It was agreed thatenvironmental issues. It was agreed thatenvironmental issues. It was agreed thatmedia practitioners can play the role ofmedia practitioners can play the role ofmedia practitioners can play the role ofmedia practitioners can play the role ofmedia practitioners can play the role of

“laymanizing” the technical aspects of“laymanizing” the technical aspects of“laymanizing” the technical aspects of“laymanizing” the technical aspects of“laymanizing” the technical aspects ofICM and presenting them in a form mostICM and presenting them in a form mostICM and presenting them in a form mostICM and presenting them in a form mostICM and presenting them in a form most

stakstakstakstakstakeholders would understand.eholders would understand.eholders would understand.eholders would understand.eholders would understand.

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communication process and mediaproducts to support effectivepolicymaking, public participation andproject implementation gearedtowards environmental sustainability.”

He said the media could serve as“environmental watchdogs” and as“communicators for development.”

Media in the PutrajayaMedia in the PutrajayaMedia in the PutrajayaMedia in the PutrajayaMedia in the PutrajayaConferenceConferenceConferenceConferenceConference

Recognition of the media’simportant role in coastal and marineprotection and management was againmanifested during the East Asian SeasCongress 2003 in Putrajaya, Malaysia,from December 8 to 12, 2003.

The Congress devoted onesession to the topic “StakeholderPartnerships and the Role of theMedia,” where Asian mediamen,stakeholders and environment expertsshared their experiences andconcerns. Specifically, the mediamendiscussed how they help in promotingcoastal and marine protection and theproblems they encounter in doing so.

Participants presented papersdiscussing the following topics:

· The Private Sector in SustainableCoastal Development for Bataan,Philippines

· Building Effective Partnerships inEnvironmental Communicationstowards Coastal and OceanGovernance

· The Partnership between theCentral Government and LocalGovernments in ReplicatingIntegrated Coastal ManagementEfforts in Indonesia

· Mobilizing Youths ForEnvironmental Projects throughthe Media: The SingaporeExperience

· Promoting SustainableConsumption and GreenCommunity in China

· Raising Awareness on Coastaland Marine Concerns throughthe Media

· Managing the Marine Resourcesin the Visayan Sea, Philippines:How to Balance DivergingInterests of the Small-Scale andIndustrial Fishing Sector

· Media are Key Partners inPromoting and ImplementingPartnerships in SustainableDevelopment

Mediamen Commit toMediamen Commit toMediamen Commit toMediamen Commit toMediamen Commit toSustainableSustainableSustainableSustainableSustainableDevelopment of theDevelopment of theDevelopment of theDevelopment of theDevelopment of theSeas of East AsiaSeas of East AsiaSeas of East AsiaSeas of East AsiaSeas of East Asia

Conscious of their role inhelping protect the coastal andmarine environment, mediapractitioners in Asia adopted onDecember 11, 2003, the PutrajayaStatement of Media Commitmenton the Sustainable DevelopmentStrategy of the Seas of East Asia(SDS-SEA).

The adoption of thestatement was the culmination ofthe Media Forum on Partnershipsin Environmental Communication,a side event of the East Asian SeasCongress 2003.

Twenty-four journalists,broadcasters and communicators,representatives of international

continued on page 42

The Batangas Bay Region Environmental Protection Council holds bay toursfor the media to make them see personally and familiarize them with thesituation in the area.

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Paolo P. MangahasSenior Communications AssistantSenior Communications AssistantSenior Communications AssistantSenior Communications AssistantSenior Communications Assistant

P E M S E AP E M S E AP E M S E AP E M S E AP E M S E AQuezon City, Philippines

IntroductionIntroductionIntroductionIntroductionIntroduction

10

Adding the Socio-CulturalDimension in EnvironmentalCommunication

It would be an

understatement to say that

media’s powerful influence

has been exploited in

promoting various

environmental issues. The

environmental theme has

popped up in all forms of

media–from the mainstream

to the non-traditional, a

seemingly trendy fixation

nowadays perhaps pushed by

its severe necessity.

Environmental television

programs, community radio

broadcasts, public service

announcements, and print

materials have pervaded

almost every aspect of our

lives. Truly, we are a society

not sparse in environmental

information.

The proliferation of“environmental media” throughoutrecent years mirrors the increasingimportance placed on the field ofcommunication, especially inaddressing critical matters on amassive scale. Needless to say, thishas inadvertently put much of theonus on the process ofcommunication itself. This partlyexplains why the art ofcommunication has been stretchedand twisted in unrecognizable formsin an attempt to somehow extract itsfull benefits. For instance, theAggressive Propaganda Approachthat was once exclusive to consumerbrand marketing has now stealthily

found its way into the environmentalarena. And without a doubt, all theseemerging “green advertising” makefor award-winning campaigns. Andwhy wouldn’t they, what with theirglossy appeal, catchy taglines, andstriking visuals?

Unfortunately, this media-centric, source-oriented, linear formof communication has inundatedsociety with so much information tothe point of drowning the veryreceivers of such information. In ourobsession to create brilliantenvironmental communicationcampaigns, have we even bothered tofind out if anyone is listening?

Environmental communication is a means to an end, and should involvesocial institutions such as the family, schools, churches and governments.

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Given the socioGiven the socioGiven the socioGiven the socioGiven the socio-----cultural context ofcultural context ofcultural context ofcultural context ofcultural context ofenvironmental problems, one of theenvironmental problems, one of theenvironmental problems, one of theenvironmental problems, one of theenvironmental problems, one of themost effective ways to properly addressmost effective ways to properly addressmost effective ways to properly addressmost effective ways to properly addressmost effective ways to properly addressthem is through communication – athem is through communication – athem is through communication – athem is through communication – athem is through communication – abasic function of culture itselfbasic function of culture itselfbasic function of culture itselfbasic function of culture itselfbasic function of culture itself. If. If. If. If. Ifproperly utilized, communication canproperly utilized, communication canproperly utilized, communication canproperly utilized, communication canproperly utilized, communication canserve as a primary vehicle forserve as a primary vehicle forserve as a primary vehicle forserve as a primary vehicle forserve as a primary vehicle forsustainable development.sustainable development.sustainable development.sustainable development.sustainable development.

Try to imagine a simple fisherholding a colorful brochure, half thecontents of which he does notunderstand. Picture him attemptingto decipher its meaning whilestruggling to feed his starvingchildren.

The fundamental question is:Where do we draw the line between aneffective environmentalcommunication campaign and a merewaste of money?

The Socio-CulturalThe Socio-CulturalThe Socio-CulturalThe Socio-CulturalThe Socio-CulturalDimensionDimensionDimensionDimensionDimension

The exact root cause ofenvironmental problems has longbeen in debate. Perhaps the mostdefinitive argument we can obtainfrom past experiences is thatenvironmental problems are broughtabout by a multitude of otherinterconnected socio-culturalproblems — each one caused byanother and vice versa in a seeminglyinexorable cycle with no end and nobeginning. We cannot simply isolateone problem and turn a blind eye onanother. This brings to light the needto look at environmental problemsholistically and see the big picture,which basically challenges us to crackthe “chicken and the egg” conundrumand trace the threads that lead toenvironmental problems, such aspoverty, corruption, and the lack ofeducation to name a few.

Orchestrating an environmentalcommunication campaign without

considering the socio-culturalunderpinnings of a particular problemwould therefore be a futile attempt. Thefolly of omitting this crucial factor indevelopment programs in general canbe likened to mounting a unilateralassault on the target audience — abombardment of unsolicitedinformation or an invasion of space.This can very well explain why so manydevelopment programs fail and whyothers thrive.

The Challenge ofThe Challenge ofThe Challenge ofThe Challenge ofThe Challenge ofCommunicationCommunicationCommunicationCommunicationCommunication

Given the socio-cultural contextof environmental problems, one of themost effective ways to properly addressthem is through communication — abasic function of culture itself. Ifproperly utilized, communication canserve as a primary vehicle forsustainable development. This largelyentails knowing the target audience andunderstanding where they are comingfrom, within their socio-culturalcontext. An extensive research basewould be most helpful in this area.

Going back to the simple fisherexample, it would be preposterous todesign an environmentalcommunication model gearedtowards him without taking intoaccount his educational level,financial status, and field of interests.It would be like talking to a brick wall.Ultimately, the challenge lies on howto not come out looking like anoutsider introducing a totally foreignidea.

Listening to theListening to theListening to theListening to theListening to theAudienceAudienceAudienceAudienceAudience

Adding the socio-culturaldimension in environmentalcommunication requires tapping thecollective psyche of the targetaudience — and being at the centerof their lives — as unobtrusively aspossible. In Asia, for instance, thenatural world is often associated withspiritual beliefs and religious rituals.Asian’s attitudes on the environmenthave been molded from onegeneration to another, creating arather sacred aura around it. In Bali,

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Environmental communication is notEnvironmental communication is notEnvironmental communication is notEnvironmental communication is notEnvironmental communication is notan end in itself but only a means toan end in itself but only a means toan end in itself but only a means toan end in itself but only a means toan end in itself but only a means to

an end. It is a purposive processan end. It is a purposive processan end. It is a purposive processan end. It is a purposive processan end. It is a purposive processthat does not stop at simplythat does not stop at simplythat does not stop at simplythat does not stop at simplythat does not stop at simply

informing the public but persistsinforming the public but persistsinforming the public but persistsinforming the public but persistsinforming the public but persistsuntil tangible actions are takuntil tangible actions are takuntil tangible actions are takuntil tangible actions are takuntil tangible actions are taken.en.en.en.en.

Indonesia, for example, local peopleadhere to a philosophy they call TriHita Karana. It is a philosophy thatespouses a balance betweenspiritual, economic andenvironmental growth. It would thusbe wise to work around suchprinciples in the development ofenvironmental communicationstrategies to avoid trampling onage-old customs and traditions.

In order for a newenvironmental idea or practice to beembraced by a certain developingcommunity, communication plansshould smoothly coalesce with thelocal inhabitants’ stream ofconsciousness. A veritable methodis through indigenouscommunication. Most developingcommunities in Asia are abundant inindigenous knowledge which ispassed on as local heritage in theform of folk music, literature,puppetry, dance, theater, and oralmyths and legends. Infusingenvironmental messages viaindigenous communication is key toachieving acceptance by the targetaudience because of its capacity tobreak down seemingly lofty conceptsinto more digestible realities.

For more modern societies,popular culture is one of the bestways to get people’s attention. Withthe entry of MTV (Music Television),special events, movies, contemporarymusic, the World Wide Web, andelectronic media (cellular phones,personal digital assistants, digitalcameras, etc.), today’s generation hasfound a certain level of comfort inmassive doses of stimuli. This trendposes both as an opportunity and athreat to environmentalcommunication as it widenscommunication avenues and at thesame time presents morecompetitors for people’s attention. Itcalls for more discriminatingcommunication tactics to prevent themisinterpretation of messages.

An environmentalcommunication plan thatincorporates the socio-culturaldimension should therefore be multi-level and multi-sectoral. It shouldinvolve social institutions such as thefamily, schools, churches,governments, and the private sector,using them as partners in advocatingenvironmental messages. This way,messages become more credible andacceptable.

Involving the PublicInvolving the PublicInvolving the PublicInvolving the PublicInvolving the Publicthrough Pthrough Pthrough Pthrough Pthrough ParticipatoryarticipatoryarticipatoryarticipatoryarticipatoryMechanismsMechanismsMechanismsMechanismsMechanisms

Environmental communication isnot an end in itself but only a means toan end. It is a purposive process thatdoes not stop at simply informing thepublic but persists until tangibleactions are taken. This viewrevolutionizes the one-sided quality oftraditional media into an interactiveand dynamic relationship among allthose involved in the developmentprocess. In this scenario, the sourceof information may not necessarilycome from media alone but from theaudiences themselves, creating aparticipatory atmosphere, which iswhat the socio-cultural dimension inenvironmental communication is allabout.

Mobilizing the public to takespecific actions for the environmentcan be carried out through theInformation, Education, andCommunication (IEC) approach. Thisapproach utilizes information toeducate a specific audience using avariety of media (TV, radio, print,interpersonal). Science plays a pivotalrole in this approach as it provides thecore messages and data to bedisseminated to the public. IEC is notso much about lecturing the public asit is about empowering them withample knowledge for them to maketheir own decisions. It operates underthe premise that people can only makeintelligent choices if they areadequately informed.

13D e c e m b e r 2 0 0 3

Another approach is called Social Marketing.This is actually an offshoot of advertising butinstead of marketing a product, it markets ideas andpractices. By using creative communicationcampaigns, this approach primarily aims topromote behavioral change by directly appealing topeople’s intellects and emotions to eventually spurthem into action (social mobilization).

One of the more peripheral approaches iscalled Development Support Communication (DSC).DSC units serve the communication needs ofdevelopment programs, providing support to otherproject components in disseminating technicalinformation in the form of leaflets, brochures,videos, books, and instructional materials. DSCunits help development programs touch base withthe public and share technical information (mademore palatable for general consumption) forappropriate action.

Media for the PMedia for the PMedia for the PMedia for the PMedia for the People and by theeople and by theeople and by theeople and by theeople and by thePPPPPeopleeopleeopleeopleeople

Through these environmental communicationapproaches, media is able to fulfill its catalytic roleand more importantly, encourage a sense ofownership among communities towards theirenvironmental problems. Stretching this idea evenfurther, this socially dynamic form ofcommunication opens the gates for capacity-building efforts that can lead to actual solutions.

In the end, it can be said that the nature ofenvironmental communication is transformative. Itbegins with environmental literacy that leads to theformation of environmental ethics, and then toenvironmental advocacy. But this can only happen ifthe socio-cultural dimension is added into theequation. Anything less than this is, sad to say,nothing but lip service.

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The countries in the region included are: BruneiDarussalam, Cambodia, China, DPR Korea,Indonesia, Japan, Malaysia, Philippines, RO Korea,Singapore, Thailand and Vietnam.

Functional information is discussed in the sectionon the various programme components of PEMSEA:• integrated coastal management;• managing subregional sea areas and pollution hotspots;• capacity building;• environmental management and investments;• scientific research;• integrated information management systems;• civil society;• coastal and marine policy; and• regional mechanism.

Now with more links, the PEMSEA website presentsa wider array of references and databasesparticularly regarding the practice of twoenvironmental management approaches —integrated coastal management, and riskassessment and risk management.

Also, lists of relevant and timely publications andtrainings are featured. Plus a lot more.

Visit the PEMSEA website. Now.

Get the latest news and informationon marine and coastal environmentalmanagement in the East Asian Seasregion online @ www.pemsea.org

w w w. p e m s e a . o r g

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T r o p i c a l C o a s t s14

Dinh Thi Thu HongR e p o r t e rR e p o r t e rR e p o r t e rR e p o r t e rR e p o r t e r

Vietnam Economic TimesVietnam Economic TimesVietnam Economic TimesVietnam Economic TimesVietnam Economic TimesHanoi, Vietnam

IIIIIntroductionntroductionntroductionntroductionntroduction

Role of Electronic Media inSustainable Developmentof the Seas of East Asia —Visualizing the Goals

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The media is now the all-pervasive phenomenon not only fordissemination of information andideas, but also in shaping theeconomic, sociopolitical anddevelopmental outcomes globally,regionally and country-specifically. Ofall the media types, electronic media,constituted by television and Internet,proves to be the notably effective one,thanks to its advantage of applyinginformation technology. With its all-in-all and all-to-all communication,electronic media plays an importantrole in development process in everycorner in the world, the Asia-Pacificregion included.

· Sensitizing Sensitizing Sensitizing Sensitizing Sensitizing all groups of peoplepersuasively via comprehensivelypresented stories, profiles, andportraits to create publicawareness and understanding ofcoastal and marine environmentalmanagement issues andprocesses.

Ever since 1831 when JosephHenry and Michael Faraday workedwith electromagnetism, which madepossible the beginning of theelectronic communication era,television has powerfully paved theway to conveying information.

Seeing Is Believing

A colorful moving picture notonly can speak thousands of words butalso ensure news originality. Normally,what people see imprints in their mindlonger and clearer than what they onlyread or hear. Scenes of children wadingin a flooded area, the destruction ofmangroves, or the sights featuringcoral gardens with numerous colorsand subtle movements of watercreatures can give more impressionthan a plain written or spokenexpression. The images give a full anddetailed description of a thing orprocess, thus, to some extent,touching hearts easier than the non-image-based messages. Thepersuasive way of informing increasesthe possibility of getting a goodperception about environmentalissues.

Larger than Life

The second point in sensitizingthe ability of electronic media, andtelevision in particular, is theconduction of live programs whichmake the audience feel involved in theevents, inspiring their participation inthe course of sustaining, preserving,

The East Asia Seas region isthe most populous region in theworld. It is home to almost 1.8billion people, 60 percent of whomare concentrated in coastal areas.In the past decade, East Asia haswitnessed a considerable economicgrowth.

Furthermore, globalizationof the economy and changes inconsumption patterns have had animpact on regional economicgrowth and also contributed totransboundary environmentalconcerns, thus emphasizing theinterdependence betweencountries of the region for theireconomic growth, health of theecosystem and people. To tackletransboundary environmentalconcerns, interdependencebetween countries is inevitable.One of the apparent andimportant venues forinterdependence lies in the field ofinformation and communicationwhose vital tool is different typesof media.

15D e c e m b e r 2 0 0 3

protecting, developing, implementingand communicating. Moreover,characterized by modern technology,cable and satellite TV, along withhome video recorder and otherequipment, give viewers more controlover their communicationenvironment and, thus, potentiallyempowers them.

A Wider Audience

The third advantage ofsensitizing by television, compared toother types of media, is its higherinformation accessibility to those whoare illiterate, especially indigenouspeople and marginalized groups incoastal areas, which encourage theirparticipation and ownership of localenvironment management programs.It is admitted that even for vernacularpublications, print media only reachesa minuscule portion of the population,making poor penetration in the Asia-Pacific region.

Meanwhile, the electronic genrehas its weight worth in gold with itsreach of a much larger population.The media is uniquely endowed withthe faculties of ponderousness,critical scrutiny and diversity of viewsand opinions, and thereby has alonger-lasting imprint on the publicmind. Since it made its appearancelater than the other types of media,electronic media became thejournalistic tool uniquely combiningword, sound and picture. Thecombination of cable television andsatellite technologies would make

possible the creation of a trulyexcellent system of communication.

· PromotingPromotingPromotingPromotingPromoting informationexchange processes.

The electronic media itself isnot a product of a single inventor,instead, many people workingtogether, contributed to theevolution of television and theInternet, with a product connectingpeople all over the region throughsatellite and the World Wide Web.Sharing coast and sea-relatedinformation and lessons amongcountries and institutions isconsidered a way to build capacityand learn from the experiences ofothers. Furthermore, exchanginginformation means developing newpartnerships, new opportunities andnew knowledge that can createchanges. The information exchangealso creates alternative options,leading to better solutions and aholistic approach as well.

More importantly, to shareinformation is to reach a diversified

unity, or put in other words, turningdisparate views into a shared vision.The achievement of a shared visioncreates a sub-regional mechanismbuilt to combat transboundaryenvironment threats to regional seas,as well as constructs a master plan forthe wise use of the seas’ treasures.

· ProvidingProvidingProvidingProvidingProviding the space for debate,discussion and dialogues betweencommunities, experts, leaders,state organizations and NGOs.

The significance of the massmedia in initiating and setting theagenda for discourse and debatecannot be undermined. By opening

Sharing coast and sea-related informationSharing coast and sea-related informationSharing coast and sea-related informationSharing coast and sea-related informationSharing coast and sea-related informationand lessons among countries andand lessons among countries andand lessons among countries andand lessons among countries andand lessons among countries andinstitutions is considered a way to buildinstitutions is considered a way to buildinstitutions is considered a way to buildinstitutions is considered a way to buildinstitutions is considered a way to buildcapacity and learn from the experiences ofcapacity and learn from the experiences ofcapacity and learn from the experiences ofcapacity and learn from the experiences ofcapacity and learn from the experiences ofothers. Fothers. Fothers. Fothers. Fothers. Furthermore, exchangingurthermore, exchangingurthermore, exchangingurthermore, exchangingurthermore, exchanginginformation means developing newinformation means developing newinformation means developing newinformation means developing newinformation means developing newpartnerships, new opportunities and newpartnerships, new opportunities and newpartnerships, new opportunities and newpartnerships, new opportunities and newpartnerships, new opportunities and newknowledge that can create changes.knowledge that can create changes.knowledge that can create changes.knowledge that can create changes.knowledge that can create changes.

Internet accessibility. Electronic media isunique in combining word, sound andpicture.

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[online] conferences, forums inwebsites and TV programs, electronicmedia has become the platform, thefacilitator of expressing ideas,opinions, innovations, and practicesof all related bodies. Regional andinternational conferences conductedover television and the Internet aresignificant methods for shapingpolicy, formulating cooperativeagreements, generating investments,as well as creating training programs,marching integrate management anddevelopment, and capacity building.The on-air and on-net [online]conferences also strengthen andextend intergovernmentalcooperation in environmentalmanagement of regional seas.

· DisseminatingDisseminatingDisseminatingDisseminatingDisseminating informationregarding all aspects of sea-related issues in the speediestpace while ensuring balance andfairness of information.

The unquestioned widespreadeffects of electronic media contribute

much in making scientificinformation available and accessible.This is important to preventinadequate information from beingused to make managementdecisions, which might lead toenvironmental management failures.There is a discernible lack ofcredible scientific opinion and dataand a severe lack of institutes thatcarry out monitoring ofenvironment indicators.

As United States Secretary ofCommerce Herbert Hoovercommented on the first longdistance use of TV on April 9, 1927,“Human genius has now destroyedthe impediment of distance in a newrespect, and in a manner hithertounknown.”

It is the media’s breaking oflimitations when reaching a wideraudience that requires a right way ofinforming. Any distortion or abuseof sound and image effects cansimplify or exaggerate rather than

accurately give information. Thusover-sensitizing the issues becomesa danger. In the long run, this createsmore harm than good, as viewers aredesensitized to the importance ofsaving a forest or a wetland that isactually on the brink of destruction.

· InitiatingInitiatingInitiatingInitiatingInitiating an e-network in theregion

E-commerce and e-governmentare already geared up but an e-networkin the environmental field has not yetgotten appropriate attention. Electronicmedia, especially the Internet, is afundamental factor for an electronicenvironmental network to build a broadcoalition for media activism across theAsia-Pacific countries in the regionalcontext.

A regional e-network is essentialbecause: (1.) The network, from itsvarious sources of information thatbelongs to each country in the region,provides a good database system forenvironmental management; (2.) Theregional linkage between televisionstations and web sites enhancesregional cooperation in integratedimplementation of internationalinstruments, enjoining communitiesin environmental activities; and (3.)An e-network of environmentalinformation with its in-time [realtime], seconds up-to-datecharacteristic is so meaningful in thefast-moving and changing world.

With the e-network, a promptand proper action and solution can beachieved, contributing to successful

More importantlyMore importantlyMore importantlyMore importantlyMore importantly, to share information is, to share information is, to share information is, to share information is, to share information isto reach a diversified unityto reach a diversified unityto reach a diversified unityto reach a diversified unityto reach a diversified unity, or put in, or put in, or put in, or put in, or put in

other words, turning disparate views intoother words, turning disparate views intoother words, turning disparate views intoother words, turning disparate views intoother words, turning disparate views intoa shared vision. The achievement of aa shared vision. The achievement of aa shared vision. The achievement of aa shared vision. The achievement of aa shared vision. The achievement of a

shared vision creates a subshared vision creates a subshared vision creates a subshared vision creates a subshared vision creates a sub-regional-regional-regional-regional-regionalmechanism built to combat transboundarymechanism built to combat transboundarymechanism built to combat transboundarymechanism built to combat transboundarymechanism built to combat transboundary

environment threats to regional seas, asenvironment threats to regional seas, asenvironment threats to regional seas, asenvironment threats to regional seas, asenvironment threats to regional seas, aswell as constructs a master plan for thewell as constructs a master plan for thewell as constructs a master plan for thewell as constructs a master plan for thewell as constructs a master plan for the

wise use of the seas’ treasures.wise use of the seas’ treasures.wise use of the seas’ treasures.wise use of the seas’ treasures.wise use of the seas’ treasures.

17D e c e m b e r 2 0 0 3

navigation, economic activities, andprevention of ocean-relateddisturbance.

· CommunicatingCommunicatingCommunicatingCommunicatingCommunicating with differentsectors and establishingcommunication among them isanother role of electronic mediain realizing a sustainabledevelopment strategy for EastAsian seas.

Through its informationactivities, electronic media acts asmediator between scientists and thepublic, scientists and policy planners,the public and policy planners atdifferent levels. It can serve as thevehicle for a knowledge base, whichhelps capacity and awarenessbuilding. Together with other types ofmedia, electronic genre builds abulwark of opinion from the

grassroots to the national politicallevel for the latter to haveappropriate policies andundertakings on the overarchingagenda of sustainable development.What is more, media, not onlytransfers knowledge, creates policypropaganda, conveys feedback fromgrassroots, but also developslinkages between stakeholders and

Through its information activities,Through its information activities,Through its information activities,Through its information activities,Through its information activities,electronic media acts as mediatorelectronic media acts as mediatorelectronic media acts as mediatorelectronic media acts as mediatorelectronic media acts as mediatorbetween scientists and the public,between scientists and the public,between scientists and the public,between scientists and the public,between scientists and the public,scientists and policy planners, thescientists and policy planners, thescientists and policy planners, thescientists and policy planners, thescientists and policy planners, thepublic and policy planners at differentpublic and policy planners at differentpublic and policy planners at differentpublic and policy planners at differentpublic and policy planners at differentlevels. It can serve as the vehicle for alevels. It can serve as the vehicle for alevels. It can serve as the vehicle for alevels. It can serve as the vehicle for alevels. It can serve as the vehicle for aknowledge base, which helps capacityknowledge base, which helps capacityknowledge base, which helps capacityknowledge base, which helps capacityknowledge base, which helps capacityand awareness buildingand awareness buildingand awareness buildingand awareness buildingand awareness building.....

communities in regional nations witha view to enhancing environmentalawareness and protection.

With the above roles of electronicmedia in sustainable development ofEast Asian seas, there are similaritiesas well as divergences compared tothe other types of media.

Based on these, we could make amedia strategy or mechanism whichco-ordinates the regional media as awhole, facilitating our execution forour common ultimate objectives.When we link with models, such as theAsia-Pacific Forum of EnvironmentalJournalists with its active and effectiverole in building a good environmentmanagement, a media mechanism forenvironmental management of EastAsian seas will be within our reach.The Asia-Pacific electronic mediacan be the front-runner inpropagating and implementingsustainable development, along withother actors — politically,combatively, and autonomously —as a part of the coalition of thecountries in the region.The diagram above illustrates the Vietnam Environmental

Network.

T r o p i c a l C o a s t s18

Zarah Jane AlmeidaRadio ProducerRadio ProducerRadio ProducerRadio ProducerRadio Producer

Mlup BaitongMlup BaitongMlup BaitongMlup BaitongMlup BaitongPhnom Penh, Cambodia

IIIIIntroductionntroductionntroductionntroductionntroduction

Tum Or village is one of the manyvillages in the Sandan District,Tumrieng Commune in theKompong Thom Province affectedby the aggressive forest clearancefor rubber plantations in Cambodia.A rubber plantation company hasoffered three hectares of land tothe families affected by the forestand crop field clearance. However,the land offered is infertile forgrowing crops and the companydoes not provide any legaldocumentation or land title, whichmakes the villagers suspicious ofthe company’s motives.

In the northwest part of thecountry, villagers living in thefloating villages along Tonle SapLake are becoming more frustratedbecause of declining fish stocks,rising fishery conflicts and lack ofresolution. A small-time fishermanin Path Sanday District in PursatProvince said that some of thevillagers are taking the matter intotheir hands, sometimes causingviolent confrontations among thevillagers, local authorities andcommercial fishing lot-owners.

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In Cambodia today,environmental issues are ofincreasing importance. Naturalresources are at the base of thecountry’s wealth, and these includethe dense forests of the northeast andsouthwest, gem stones, fertile valleysand abundant fisheries from the greatTonle Sap Lake and Mekong River.These resources are under severepressure and may face imminentdestruction. While the people haveused most of the resourcessustainably for centuries, populationgrowth, migration, and variouseconomic pressures are forcingpeople to lose control of theresources on which they havedepended.

Over the past six years, MlupBaitong (Green Shade), a localenvironment NGO in Cambodia, hasbeen working to strengthen thecommunities’ rights to managenatural resources sustainably and toadvocate for environmentconservation and equitabledevelopment, through different

The Mlup BaitongExperience: RaisingEnvironmental Awarenessand Advocacy throughMedia in Cambodia

projects that offer alternativeenvironment-friendly sources ofincome.

To complement its work, MlupBaitong has set-up an EnvironmentRadio Program by buildingenvironmental issue awareness amongthe wider population in Cambodia andadvocating for communities’ rights tonatural resources. The viewpoints ofthe villagers are the integral part of theprogram broadcasts, which work tobridge the communication gap betweenrural villagers and governmentdecision-makers and influenceadoption of more appropriate policies.Considering the high illiteracy rate inCambodia, Mlup Baitong’s EnvironmentRadio Program introduced theenvironmental issues as simple and asstraightforward as possible. Theprogram also explores how the peoplecope with change or injustice in theenvironment.

“It is good that we can listen onthe radio about what is happeningaround our country,” a villager from

19D e c e m b e r 2 0 0 3

The viewpoints of the villagers are theThe viewpoints of the villagers are theThe viewpoints of the villagers are theThe viewpoints of the villagers are theThe viewpoints of the villagers are theintegral part of the program broadcasts,integral part of the program broadcasts,integral part of the program broadcasts,integral part of the program broadcasts,integral part of the program broadcasts,which work to bridge the communicationwhich work to bridge the communicationwhich work to bridge the communicationwhich work to bridge the communicationwhich work to bridge the communicationgap between rural villagers andgap between rural villagers andgap between rural villagers andgap between rural villagers andgap between rural villagers andgovernment decision-makgovernment decision-makgovernment decision-makgovernment decision-makgovernment decision-makers and influenceers and influenceers and influenceers and influenceers and influenceadoption of more appropriate policies.adoption of more appropriate policies.adoption of more appropriate policies.adoption of more appropriate policies.adoption of more appropriate policies.

Tumrieng Commune relates. “Welearn about our environment and ourrights.”

Sitting on a bamboo bed andhunched around a small transistorradio, he and his family listen to thefamiliar sound of Mlup Baitong’sradio jingle… “Kamvite somleng neakphum sdei ampie pakrithan…”(Voices from the Villages onEnvironment)…

Environment Situation inEnvironment Situation inEnvironment Situation inEnvironment Situation inEnvironment Situation inCambodiaCambodiaCambodiaCambodiaCambodia

Cambodia, or Kampuchea, as itis called in the Khmer language,covers 68,898 sq m (181,035 sqkm). The country has an estimatedpopulation of 12 million, where ruralhouseholds account for nearly 90percent of the country’s poor.Cambodia is home to Angkor Wat,considered one of the Wonders ofthe Modern World and the source ofgreat cultural and national prideamong the Cambodians.1

Cambodia has rich and diversenatural resources. Despite over twodecades of internal war and conflicts,the country still possesses vastnatural resources worthy ofconservation. Containing some ofthe last remaining patches oflowland tropical rainforests inSoutheast Asia, Cambodia is refugeto a huge diversity of plants andanimals of regional and globalsignificance. Its dense forests house

a diverse forest cover and constitutevaluable resources of timber andnon-timber forest products (rattan,bamboo, rubber, palm oil, fruit crops,medicinal plants), gems and fertilevalleys. Timber is Cambodia’s mostvaluable resource, with potentiallyabout 500,000 cubic metersmaximum annual sustainable yield.2

Cambodia was the first countryin Southeast Asia to establish anational park in 1925, when the

10,800 hectares forest around theAngkor Wat complex was declared aprotected area. Today, owing to KingNorodom Sihanouk’s Royal Decree in1993, some 18.33 percent of thecountry’s total land area, or 3.3million hectares, are designatedprotected areas. These include tenwildlife sanctuaries, seven nationalparks, three protected landscapesand three multiple-use areas. Thecountry is also blessed with one ofthe most productive freshwater

Field interviews are an integral part of program broadcasts, enablingstakeholders to voice their concerns on issues directly affecting them.

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fisheries in the world. Its maingeographical features, the MekongRiver and the Tonle Sap Lake,together with the flood plains,flooded forests and wetlands, houseabout 1,200 species of fish3.

A unique hydrological patternexists between the Mekong Riverand Tonle Sap Lake. During therainy season, the Mekong Riverbacks up and flows into the TonleSap Lake, causing the lake to swellup to four times its original size.This seasonal movement of hugevolumes of water triggers thebreeding, feeding and migration ofmultitudes of fish and aquaticresources. As such, it supports oneof the most productive fisheries inthe world, with annual fish catch of300,000 to 400,000 tons3, anddirectly provides livelihood and aprotein source to millions ofCambodians. However, decades ofcivil conflicts have eroded basicknowledge of the environment. Thisplus the growing economicpressures brought about by thereturn of political stability, meanthe country is witnessing majorchanges in terms of both economicand development resource use.

Land, water, fish and forestare at the core of the lives of theCambodians. In Cambodia, accessand rights to natural resources arethe basis of a secure livelihood andguarantee a quality of life for ruralcommunities. Yet, as in manydeveloping nations, economicpressure is changing the waynatural resources are viewed andused.

Today, Cambodia facesserious environmental threats.Since the 1990s, the increasingpopulation, the trend towards amarket-based economy, and a hostof other socioeconomic factorshave opened up the country’sresources for exploitation.Precious natural resources arerapidly being degraded anddestroyed.

Even with the sustainable useof most resources, economicpressures are forcing many peopleto lose control of the resourcesthey depend on. Land distributionis becoming increasinglyinequitable, and land disputes,which are sometimes violent, foraccess to both forests and fishingareas, are increasing.

Forests continue to disappearat an alarming rate despite alogging moratorium, fisheries haveseverely diminished, destructivemining practices continue, andtoxic wastes and pollution increase,while laws and its enforcement areclearly weak and inadequate.

Privatization of fishing andforest resources create morepressure on local communities andremaining natural resources. As thepopulation growth rate increases by2.5 percent annually3, impoverishedcommunities struggle to survive ondiminishing resources. Thedevelopment of dams in the MekongRiver and its tributaries has anegative impact, not only in nearbycommunities due to the flooding oflarge tracts of land, but will alsoaffect the Great Tonle Sap Lake andMekong River System in Cambodia,which is the basis of food security for90 percent of the population. Thestate laws are weak and inadequatefor protecting the rights andensuring access to land and naturalresources for most Cambodians.

While natural resource issuesare taking on more and moreimportance in Cambodia, localpeople, especially those in thecountryside whose lives depend ontheir environment, have very littleawareness of these issues and theirrights to natural resources. Moreoften than not, the people who aremost dependent on theirenvironment are the ones who havethe least participation in policy anddecision-making.

As Cambodia enters a newphase of peace in the newmillennium, it is more important thanever to raise environmental issuesand encourage Cambodians to seeksustainable and equitabledevelopment.

A staff of Mlup Baitong sets up amicrophone in preparation for theday’s program.

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Media and Advocacy inMedia and Advocacy inMedia and Advocacy inMedia and Advocacy inMedia and Advocacy inCambodiaCambodiaCambodiaCambodiaCambodia

The influence of the NGO sectorand the international community haspromoted the growth of civil societyand has created a relatively largedegree of press freedom in Cambodia.There is a fair amount of mediacoverage for environmental issues,but most of it is in the print media,and is only accessible to the literate,urban population. Among the widerpopulation, general knowledge onenvironmental issues is limited, andtherefore, remains insignificant in theminds of Cambodians.

Advocacy is a new concept inCambodia. A few years ago there wasno term in the Khmer language todescribe the concept of advocacy. InCambodia’s NGO history,development agencies began withemergency and relief activities andeventually made the transition to asustainable development focus.Human rights organizations weresome of the first organizationsidentified with advocacy activitiesbecause they began to conducthuman rights education activities,monitored and reported violations,and defended clients in the early1990s. It was not until the late 1990sthat the majority of local developmentorganizations began to understandthe meaning and importance ofadvocacy for long-term sustainabledevelopment. 4

Because of its perceivedeconomic value, Cambodia’s rich and

diverse natural resources haveproved to be sources of conflictsbetween individuals and groupscompeting for resource access.Many advocacy activities have beenreactive to conflicts arising from thelocal level, as is the case withforestry, fisheries and land issues.Other campaigns have beenproactive, addressing broaderissues that affect the generalpopulation and do not arise fromwidespread conflict, such aswomen’s and children’s rightscampaigns.

The growth of NGOs and theopen environment in which thegovernment allows them to operateare distinct advantages for advocatesin Cambodia.4

Mlup Baitong’s RoleMlup Baitong’s RoleMlup Baitong’s RoleMlup Baitong’s RoleMlup Baitong’s Role

Advocacy strategists inCambodia identified media as oneeffective tool to raise public awarenessof environment issues and to pressuredecision-makers. Civil societyorganizations and NGOs are using a

Building environmental awareness is anBuilding environmental awareness is anBuilding environmental awareness is anBuilding environmental awareness is anBuilding environmental awareness is animportant foundation of Mlup Baitong’simportant foundation of Mlup Baitong’simportant foundation of Mlup Baitong’simportant foundation of Mlup Baitong’simportant foundation of Mlup Baitong’swork and an essential step to long-termwork and an essential step to long-termwork and an essential step to long-termwork and an essential step to long-termwork and an essential step to long-termenvironment protection. Mlup Baitong hasenvironment protection. Mlup Baitong hasenvironment protection. Mlup Baitong hasenvironment protection. Mlup Baitong hasenvironment protection. Mlup Baitong hasset up an Environment Rset up an Environment Rset up an Environment Rset up an Environment Rset up an Environment Radio and Advocacyadio and Advocacyadio and Advocacyadio and Advocacyadio and AdvocacyPPPPProgram based on the belief that mediarogram based on the belief that mediarogram based on the belief that mediarogram based on the belief that mediarogram based on the belief that mediaprograms can help increase knowledge ofprograms can help increase knowledge ofprograms can help increase knowledge ofprograms can help increase knowledge ofprograms can help increase knowledge ofissues and inspire people to action.issues and inspire people to action.issues and inspire people to action.issues and inspire people to action.issues and inspire people to action.

This particular radio show offers open discussion on forestry concerns.Mlup Baitong’s Environment Radio Program introduces environmentalissues as straightforward as possible.

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variety of media strategies. A fewNGOs, like Mlup Baitong, produce radioprograms. Others use commonstrategies, like the distribution of pressreleases and radio and television spots,as ways to get the message to thepublic.

Other techniques utilized byNGOs that involves the media includeestablishing relations and the invitationof print and broadcast journalists atevents and conferences, etc. Otherswho have ample budgets employ moresophisticated strategies such astraining reporters on sector-relatedissues, taking them on field trips tolearn and witness environmentalissues, producing live concerts withpopular local singers, actors andactresses, and setting-up of Internetwebsites.

There is a growing number ofnon-traditional media professionals inCambodia today, and they come fromNGOs like Mlup Baitong. Buildingenvironmental awareness is animportant foundation of Mlup Baitong’swork and an essential step to long-term environment protection. MlupBaitong has set up an EnvironmentRadio and Advocacy Program based onthe belief that media programs canhelp increase knowledge of issues andinspire people to action.

The Environment RadioProgram is the first of its kind inCambodia. Depending on the topic,the 15-minute program alsoincorporates several elements, suchas short drama, interviews or “man-on-the street interviews,” etc. Shortdramas explore how local peoplecope with change or injustice in theenvironment, and listeners tend toidentify easily with the characters.The program is broadcast twice aweek, free of charge for MlupBaitong, over 102 FM, which is runby the NGO Women’s Media Center(WMC). WMC reaches 75 percent ofCambodia’s population, covering 10provinces and a municipality.

The program is alsobroadcasted on one commercialradio station, which reaches 80percent of the population.

After the national broadcast,the program is re-edited anddistributed to 18 pagodas that arebeneficiaries of Mlup Baitong in theprovinces of Kompong Speu andKompong Thom. Along with thecassette tapes are discussion pointsto allow monks and villagers todiscuss. The radio programcomplements Mlup Baitong’sBuddhism and EnvironmentProgram by building the monks’

awareness of environmental issues. InCambodia, pagodas or wats, are thephysical and spiritual centers of mostrural villages, and the Buddhistphilosophy supports the conservationof the environment and the idea of livingin harmony with nature. Monks,regarded as spiritual counselors, helpspread environmental awareness andconservation ideas in the community.For greater access, the programmaterials are also uploaded to MlupBaitong’s website.

In conjunction with the informationdissemination component of the radioprogram, Mlup Baitong embarked onadvocacy work using the media,focusing on land and forest resourceissues. Mlup Baitong collaborates withother NGOs to raise awareness on theseissues by providing information on landrights to rural communities. MlupBaitong produces programs about therights of communities and urges themto be involved in advocacy activities, tonegotiate for themselves and build moreempowered local communities. Oneexample of a community initiating anadvocacy activity took place in June lastyear when villagers in ChambokCommune, Kompong Speu Provincecelebrated Environment Day with aparade, quiz show, speeches, treeplanting, comedy show and dancing.This village-based initiative attractednational media attention and highlightedthe villagers’ efforts in advocating forrights to community forestry and thesustainable use of resources.

The ever-advancing informationtechnology allowed Mlup Baitong to get

Mlup Baitong produces programs aboutMlup Baitong produces programs aboutMlup Baitong produces programs aboutMlup Baitong produces programs aboutMlup Baitong produces programs aboutthe rights of communities and urges themthe rights of communities and urges themthe rights of communities and urges themthe rights of communities and urges themthe rights of communities and urges them

to be involved in advocacy activities, toto be involved in advocacy activities, toto be involved in advocacy activities, toto be involved in advocacy activities, toto be involved in advocacy activities, tonegotiate for themselves and build morenegotiate for themselves and build morenegotiate for themselves and build morenegotiate for themselves and build morenegotiate for themselves and build more

empowered local communities.empowered local communities.empowered local communities.empowered local communities.empowered local communities.

23D e c e m b e r 2 0 0 3

feedback from people and share theirknowledge and opinions via email, SMS(text messages) and a free-dialnumber service (toll-free number)provided by a telecommunicationscompany. Aside from these, MlupBaitong relies on mails and thetelephone for audience participation.Since most of the rural people cannotread nor write, Mlup Baitong usuallyreceives calls from the toll-freenumber. More literate people sendSMS or emails.

In 2003, Mlup Baitong started aone-hour, once-a-month live talkshow where invited resource speakersinteract with the presenters andlisteners through the toll-free numberprovided by a telephone company.With barely a year of broadcast, thelive talk show already has a loyalfollowing. Through the monthlyepisodes (with topics ranging fromland and forestry, wildlife and fishery,the use of non-violence in resolvingnatural resources conflicts) theprogram has enabled listeners tomake sense of the issues affectingthem. Through this program, theissues are brought to a wideraudience. People with similarproblems in various parts of thecountry were inspired to express theiropinions on environmental issuesaffecting their lives through the toll-free number, and at the same timethrough the program, which both aimto build their confidence to stand upfor their environmental rights. Whilethe 15-minute radio programincreases understanding of theenvironment, the live talk show takes

on a more active step by bringingtogether the major players — fromgovernment to NGOs, privatecompanies and local people — in oneprogram to scrutinize the issue andcome up with a conclusion that can bedrawn from the issues. Somegovernment and NGO staff commendthis move affirming that the program,as an advocacy tool, stimulates publicdiscussion between the government andcivil society. But others predict a shortlife for the program, just like many otherprograms produced by other NGOsbefore, because of the Government’ssensitivity to public debates.

Supported and working alongsidewith the NGO Forum EnvironmentWorking Group, Star KampucheaNetwork, Community Forestry Networkin Cambodia and other NGOs, MlupBaitong staff go to the provinces insearch of the people’s voices andopinions that make-up the program, forstory inputs and references and toensure that the information is preciseand relevant. Mlup Baitong also visits theoffices of relevant governmentministries to get their side of the story.Mlup Baitong’s radio program staysclear of any political party issues.

Mlup Baitong also conducts an in-house survey twice a year to determine

the level of program andenvironment awareness.Respondents were asked about whatthey liked and learned most from theradio program. Most of therespondents liked the program,which they say is very informativeand presented in an interesting way.Listeners also say that the radioprogram can help educate themabout various environment issues inCambodia and what theirGovernment is doing. Further, it willhelp them adopt a more positive andcaring attitude towards theenvironment. Still, Mlup Baitongneeds to do a more thoroughevaluation of the program’s impactand effectiveness to strategize andre-format the program according tothe needs of the listeners.

Next year, Mlup Baitong isaiming to expand the broadcast toprovincial stations in the countrysideto bring the program closer to themajority of the rural population.

R e f e r e n c e sR e f e r e n c e sR e f e r e n c e sR e f e r e n c e sR e f e r e n c e s1 Lor, Chandara. Date unspecified. “Media in

Cambodia’s Emerging Democracy.” A Paperpresented during a seminar on “Mediaand Democracy in Asia,” held by the AsianMedia Information and CommunicationCentre (AMIC), Singapore.

2 Global Witness. February 1999. “Crackdown orPause?” A Chance for Forestry Reforms inCambodia? A Briefing Document by GlobalWitness.

3 Mekong River Commission. 2003. State of theBasin Report. Meeting the Needs, Keeping theBalance.

4 Mansfield, Cristina and Kurt McLeod. May2002. Advocacy in Cambodia: IncreasingDemocratic Space. PACT, Cambodia.

A female talent does a voice-overrecording.

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T r o p i c a l C o a s t s26

We, Ministers from 12 coastal States of the East

Asian region, have gathered this day in Putrajaya

to discuss policies and actions for achieving

sustainable development of the Seas of East Asia.

The vast resources in our coastal waters and oceans are a pricelessand unique feature of our region. Collectively, we are the caretakers ofwhat is recognized as the world center for marine biodiversity. Thesenatural assets are our food supply, a source of employment andlivelihood, a medium for transportation, and a living web that linksand influences social, cultural and economic behavior in our everydaylives. Our coastal and marine resources are more than naturalcommodities. They are part of our history, and a safeguard to economicprosperity and peaceful and harmonious co-existence for present andfuture generations.

Unfortunately, the quality of this natural heritage continues tobe eroded, as indicated by the ongoing degradation and destruction ofhabitats, diminishing fisheries, pollution of coastal waters, red tideoccurrences, invasive alien species, and general loss of biodiversity.Progress across the region in overcoming these common environmentalproblems has been slow relative to economic growth and development,despite the significant individual and collaborative efforts of nationalgovernments, international agencies, regional institutions and donororganizations. These problems will remain, unless national capabilitiesto meet sustainable development requirements can be significantlyenhanced.

Over the past 20 years, the governments and other stakeholdershave made considerable efforts to address social, economic andenvironmental concerns within their national jurisdictions. There is aneed to step up cooperative efforts amongst the countries of the regionto tackle transboundary environmental and resource concerns.

Putrajaya Declaration of Regional Cooperationfor the Sustainable Development of

the Seas of East Asia

27D e c e m b e r 2 0 0 3

Although multilateral environmental agreements have attempted toaddress these problems, there is a marked disparity among countriesof the region in their capacity to respond to the challenges to sustainabledevelopment and to implement the relevant international conventions.The single-sector or single-issue approach, which is not uncommon ininternational instruments, has also failed to consider theinterconnectivity among economic sectors, ecosystems, socialdevelopment and sustainable use of marine and coastal resources. As aconsequence, the overall benefits to be derived from multilateralenvironmental agreements have not been fully captured in nationaldevelopment policies and implementation programmes.

The World Summit for Sustainable Development (WSSD), heldin Johannesburg in August 2002, called all nations’ attention to thechallenges and inter-linkages between sustainable development andpoverty alleviation. Participating countries adopted forward-lookingImplementation Plans with specific commitments for water andsanitation, efficient use of energy, human health protection, agriculture,biodiversity and ecosystem management. Achieving WSSDdevelopment targets underscores the need to adopt a new paradigm ofregional cooperation for addressing transboundary issues of commonconcerns — integrating the social, economic and environmentaldimensions of the problem into a comprehensive developmentframework. The new paradigm framework shall be developed throughstakeholder partnership arrangements and appropriate policy directionsfor regional cooperation in promoting sustainable coastal and marinedevelopment, including the uses of living and non-living resources,maritime transport, tourism and others. While the role of nationalpolicies and development strategies is of paramount importance tofacilitate sustainable development, it is recognized that domesticeconomies are now interwoven with regional and global economicsystems. Therefore national policies and programmes of actions forsustainable coastal and marine uses should, where deemed appropriateby the individual East Asian countries, with due regard for nationalpolicy objectives, development goals, national and local circumstances,capabilities and available resources, be aligned to the global efforts asembodied in the relevant international conventions and agreements.

T r o p i c a l C o a s t s28

The emergence of the East Asia economic realignment offersnew opportunities for cooperation among countries of the region, gearedto achieving prosperity and a better future through individual effortscombined with vigorous multilateral action. In a common pursuit ofnational economic growth and regional competitiveness, our countriesface a critical challenge to enhance the efficacy, coherence andconsistency of national development policies and strategies forsustainable use of natural resources. In addition, we need to create,step by step, an enabling domestic environment that encouragespartnerships, investment, capacity building, and information andknowledge sharing among our governments, as well as across levels ofgovernment and sectors of society.

From this perspective, we embarked jointly on the formulationof the Sustainable Development Strategy for the Seas of East Asia (SDS-SEA).

The SDS-SEA addresses, amongst others, key concerns of ourcoasts and oceans, providing a platform for cooperation at the regional,subregional, national and local levels, and for intergovernmental,interagency and intersectoral collaboration on:

• WSSD targets for sustainable development;

• Implementation of integrated ocean and coastalmanagement approaches; and

• Action programs aimed at solving problems and deficienciesin ocean and coastal governance.

At the same time, the SDS-SEA facilitates synergisticactions to:

• Enhance maritime safety and protection of the marineenvironment from pollution and environmental damagecaused by ships, including the introduction of invasive alien

29D e c e m b e r 2 0 0 3

species, and oil and chemical pollution preparedness andresponse, through capacity-building, application of theVoluntary International Maritime Organization (IMO)Member States’ Audit Scheme, and the implementation ofIMO conventions and other agreements, such as the TokyoMemorandum of Understanding (MOU) on Port StateControl;

• Protect the coastal and marine environment from land-basedsources of pollution through the implementation of theGlobal Programme of Action (GPA) and the MontrealDeclaration, with special emphasis on municipalwastewater, the physical alteration and destruction of habitatsand nutrients through efforts at all levels;

• Significantly reduce the loss of marine biodiversity andmaintain the productivity and biodiversity of coastal andmarine ecosystems, species and genetic resources throughthe implementation of the Convention on BiologicalDiversity and Jakarta Mandate and other existinginternational conventions and programs of action; and

• Ensure that fish stocks are maintained or restored to levelsthat can sustainably support present and future generationsthrough the application of the integrated coastalmanagement (ICM) approach, ecosystem management,marine protected area designation and implementation ofthe Code of Conduct for Responsible Fisheries and other Foodand Agriculture Organization (FAO) and Law of the Seainstruments including measures against unsustainablefisheries practices.

The SDS-SEA provides a strategic approach to developing andmanaging marine and coastal resources in a sustainable manner, withutmost consideration to the different uses, perceptions of value, andpriorities that national governments and other stakeholders place on

T r o p i c a l C o a s t s30

such resources. By employing integrated approaches to moreeffectively implement international conventions, the SDS-SEA aimsto harness resources and strengthen synergies and linkages incapacity building and to mobilize all stakeholders – includinggovernment agencies, international organizations, donors, financialinstitutions, the private sector, non-government organizations(NGOs), scientists, academe, communities and other members ofcivil society — to discharge their social responsibilities and activelycontribute to sustainable development programmes. At the locallevel, the SDS-SEA provides directions and approaches for theauthorities and stakeholders to act on and resolve localenvironmental and natural resource issues that have national,regional and global significance, to identify and promoteopportunities for environmental investments, and to facilitatesustainable financing options.

We recognize the benefits of working together, and firmlycommit ourselves to regional cooperation and collaboration. To thisend, we agree to adopt the Sustainable Development Strategy forthe Seas of East Asia as a common platform for regionalcooperation,and as a framework for policy and programmedevelopment and implementation, at the national and local level,on a voluntary basis, where deemed appropriate by each concernedindividual state within the East Asian region, without imposinglegal obligations or prohibitions.

We thank Malaysia for her hospitality and tremendousefforts in making our Forum a success.

Adopted at the East Asian Seas Congress 2003, Putrajaya,

12 December 2003, in the English language.

31D e c e m b e r 2 0 0 3

Hon. Dato Seri Setia Dr. Awang Haji Ahmad bin Haji JumatMinister of DevelopmentBrunei Darussalam

H.E. Dr. Mok MarethMinister for the EnvironmentCambodia

Hon. Wang ShuguangAdministratorState Oceanic AdministrationThe People’s Republic of China

Hon. Chae Tu YongDeputy MinisterMinistry of Land and Maritime TransportationDemocratic People’s Republic of Korea

Hon. Aboejoewono AboeprajitnoSpecial Assistant to the Minister of Environment for Global Environment AffairsIndonesia

Hon. Hayao HoraVice Minister for Transport and International AffairsMinistry of Land, Infrastructure and TransportJapan

Hon. Dato Seri Law Hieng DingMinister of Science, Technology and the EnvironmentMalaysia

Hon. Elisea G. GozunSecretary of Environment and Natural ResourcesPhilippines

Hon. Chang, Seung-WooMinister of Maritime Affairs and FisheriesRepublic of Korea

Hon. Loh Ah TuanDirector-General, Environmental Protection Division and Acting CEONational Environment AgencySingapore

Hon. Nikorn ChamnongDeputy MinisterMinistry of TransportThailand

Hon. Dr. Pham Khoi NguyenSenior Deputy MinisterMinistry of Natural Resources and EnvironmentVietnam

T r o p i c a l C o a s t s32

Khristine R. CustodioSenior Communications AssistantSenior Communications AssistantSenior Communications AssistantSenior Communications AssistantSenior Communications Assistant

P E M S E AP E M S E AP E M S E AP E M S E AP E M S E AQuezon City, Philippines

IIIIIntroductionntroductionntroductionntroductionntroduction

32

Connecting YConnecting YConnecting YConnecting YConnecting YoungoungoungoungoungEnvironmentalists:Environmentalists:Environmentalists:Environmentalists:Environmentalists:Riding the WRiding the WRiding the WRiding the WRiding the Waves ofaves ofaves ofaves ofaves ofInformation TInformation TInformation TInformation TInformation Technologyechnologyechnologyechnologyechnologyinto a Sustainableinto a Sustainableinto a Sustainableinto a Sustainableinto a SustainableEnvironmentEnvironmentEnvironmentEnvironmentEnvironment

Young people are considered allover the world as “the hope of thenation,” “tomorrow’s people,” and“the new generation.” Mostcountries, developed anddeveloping alike, look upon theiryoung people as their mostprecious resource.

Asia, for centuries, has been highlyregarded all over the world notonly for its rich and diversecultures, but also for its enormousnatural resources and vast marineheritage. About 30 percent of theworld’s coral reefs, one-third ofthe world’s mangroves as well asmany other important criticalhabitats are found in the region.The region comprises the world’srichest biodiversity.

In recent years, internationalconservation groups, due to amixture of concerns and challengesthat endanger Asia’s naturalheritage, have raised variousconcerns.

In this critical time, could Asia’smost precious resource take an activerole in ensuring the sustainability of itslegacy for more generations to come?

PPPPProfile of Trofile of Trofile of Trofile of Trofile of Todayodayodayodayoday ’s Y’s Y’s Y’s Y’s Youth:outh:outh:outh:outh:TTTTTech-ech-ech-ech-ech-Savvy GenerationSavvy GenerationSavvy GenerationSavvy GenerationSavvy Generation

The sight of teenagers totingmobile phones, sitting in front of apersonal computer (PC), playing

computer games, or surfing cyberspace,has become very common these days.

An America Online, Inc (AOL)survey in 2002 revealed that the Internetis the primary communication tool forteenagers in the United States. Theyounger age group use the Internet fore-mail and instant messaging, whileolder teens go online to listen anddownload music and search for travelinformation.

At around 7pm one Friday in Vietnam, teenagers gatherinside an Internet café in the UNESCO Cultural Heritage-enlisted ancient town of Hoi An.

33D e c e m b e r 2 0 0 3

Similarly in Asia, recent studies initiatedSimilarly in Asia, recent studies initiatedSimilarly in Asia, recent studies initiatedSimilarly in Asia, recent studies initiatedSimilarly in Asia, recent studies initiatedby various groups showed that its youngby various groups showed that its youngby various groups showed that its youngby various groups showed that its youngby various groups showed that its youngpeople seem to have adapted astonishinglypeople seem to have adapted astonishinglypeople seem to have adapted astonishinglypeople seem to have adapted astonishinglypeople seem to have adapted astonishinglywell to the global trend of young people’swell to the global trend of young people’swell to the global trend of young people’swell to the global trend of young people’swell to the global trend of young people’sincreasing interest in advance technologyincreasing interest in advance technologyincreasing interest in advance technologyincreasing interest in advance technologyincreasing interest in advance technologyand communication gadgets.and communication gadgets.and communication gadgets.and communication gadgets.and communication gadgets.

Surfing the Internet is fast rising as oneof the most popular activities for theyouth in Asia based on a surveyconducted by NFO WorldGroup to 500teenage boys in Hong Kong in 2002.

In United Kingdom, according toBBC Online Network, children knowmore about the Internet than they doabout books. This was based on astudy conducted by NOP ResearchGroup in behalf of MSN.co.uk. Otherinteresting findings were:

· Six out of ten children in UKknow that a homepage is thefront page of a website, whereasonly nine percent could explainwhat a preface to a book is.

· Nearly 60 percent of kids in theUK could identify a hard drive aspart of a computer, but only 30percent knew that a hardback is atype of book.

· Seventy percent of the childrenknew that WWW stands for WorldWide Web, but less than 25percent knew that RSVP means toreply to an invitation.

Similarly in Asia, recent studiesinitiated by various groups showedthat its young people seem to haveadapted astonishingly well to theglobal trend of young people’sincreasing interest in advancetechnology and communicationgadgets.

In Hong Kong, the Internet hastrounced television to become themost accessed medium amongteenage boys, based on a researchfrom NFO WorldGroup in 2002. Thesurvey of 500 teenage boys revealedthat they use 34 percent of their freetime surfing the Internet.

In another research conductedin Bangkok, Thailand entitled “Study ofYouth in the Asia-Pacific Region, New

Generasians 2000” commissioned byCartoon Network and sponsored byOptimum Media Direct, owning a mobilephone and PC, and surfing the Internetare some of the most important goalsfor young people in Bangkok. Thai teensrated “using a computer” as the mostpopular craze of their generation. Thesurvey results are significantly 10 timesgreater than the results of a similarsurvey in 1998. This group of youngpeople claimed to have used the Internetmainly for chat and information surfing.

Like peers in other Asian countries,Filipino children from three main cities —Davao, Cebu and Metro Manila — havealso been found to be very savvy withvarious forms of technology. Filipinochildren are becoming increasinglyfamiliar with mobile phones.

The survey titled “New GenerationsPhilippines 2004,” commissioned by theCartoon Network, revealed that theFilipino youth is not only tech-savvy, butkids as young as seven years have well-established perspectives on things.

A larger percentage of youngpeople accessing advance mobile andInternet technology in Asia may becounted among some of the highestInternet users in the world - Republic ofKorea, Japan and China.

The profile of the Asian youthhas changed dramatically over the lastdecade. The youth of Asia now havegreater access to the informationboom and are definitely globallyintegrated.

Connecting YConnecting YConnecting YConnecting YConnecting Young Poung Poung Poung Poung Peopleeopleeopleeopleeoplefor a Causefor a Causefor a Causefor a Causefor a Cause

With more young people accessingcyberspace almost every day, it isinevitable to say that the Internet hascreated a big wave that makes it fastbecoming a part of the youth’s lifestyleall over the world. The Internet influencesthe way the youth see life.

Because of this, manyorganizations have invested time andeffort, and others have recently started

T r o p i c a l C o a s t s34

With more young people accessing cyberspaceWith more young people accessing cyberspaceWith more young people accessing cyberspaceWith more young people accessing cyberspaceWith more young people accessing cyberspacealmost every dayalmost every dayalmost every dayalmost every dayalmost every day, it is inevitable to say that, it is inevitable to say that, it is inevitable to say that, it is inevitable to say that, it is inevitable to say that

the Internet has created a big wave thatthe Internet has created a big wave thatthe Internet has created a big wave thatthe Internet has created a big wave thatthe Internet has created a big wave thatmakmakmakmakmakes it fast becoming a part of the youthes it fast becoming a part of the youthes it fast becoming a part of the youthes it fast becoming a part of the youthes it fast becoming a part of the youth’s’s’s’s’s

lifestyle all over the world. The Internetlifestyle all over the world. The Internetlifestyle all over the world. The Internetlifestyle all over the world. The Internetlifestyle all over the world. The Internetinfluences the way the youth see life.influences the way the youth see life.influences the way the youth see life.influences the way the youth see life.influences the way the youth see life.

to venture in online projects aimed attapping the potential of the youth andencouraging their active participation inundertakings that are globallysignificant.

The United Nations Children’s Fund(UNICEF), an arm of the United Nationsthat works for children’s rights, theirsurvival, development and protection,guided by the Convention on the Rightsof the Child, promotes its advocacy thruits website (www.unicef.org). UNICEF’swebsite consists of different sectionsdesigned specifically for its major market—development professionals, jobseekers, journalists, suppliers, teachersand students, and the youth. Its youthsection, “Voices of Youth,” highlightsprevailing issues and concerns affectingthe youth sector around the globe andinvolves them in addressing thesethrough information empowerment andactive participation in countless ways.

Global environmentalorganizations such as the UnitedNations Environment Programme(UNEP) have developed special websitesfor the youth. The UNEP website(www.unep.org/children_youth/index.htm) features informationmaterials that can make young visitorsbecome more aware of the state of the

environment and encourage them towork for its preservation andconservation.

Regional programmes alikerecognize the vital role of the youth inprotecting the environment. The GEF/UNDP/IMO Partnerships forEnvironmental Management for the Seasof East Asia (PEMSEA) is keen on itscommitment to develop and connectyoung environmentalists in the EastAsian Seas with the PEMSEA website’ssection for young environmentalistscalled YE Hub (http://way.to/yehub). YEHub highlights basic environmentalprinciples and good practices for theenvironment, as well as facts and figureson the rich marine heritage of the EastAsian Seas. It also includes an interactiveinterface designed to foster dynamiccommunication among youngenvironmentalists in the region.

Here are some visit-worthy websitesfor the youth, among many others presentonline, that will educate not only the youngbut adult visitors as well.

www.nationalgeographic.com/www.nationalgeographic.com/www.nationalgeographic.com/www.nationalgeographic.com/www.nationalgeographic.com/kidskidskidskidskids

An online supplement to theNational Geographic Kids magazine, itcontains very informative tidbits,

interesting stories and interactivegames about the Earth presented in acolorful and very dynamic manner thatboth kids and adults would find veryeducational and entertaining.

www.aseanyouth.orgwww.aseanyouth.orgwww.aseanyouth.orgwww.aseanyouth.orgwww.aseanyouth.orgYouth@ASEANYouth@ASEANYouth@ASEANYouth@ASEANYouth@ASEAN contains

information on each ASEAN membercountry such as country profiles, afamiliarization on its people andculture, youth focal point in everycountry and other youth-relatedinformation.

www.globalresponse.org/www.globalresponse.org/www.globalresponse.org/www.globalresponse.org/www.globalresponse.org/kidsactions.phpkidsactions.phpkidsactions.phpkidsactions.phpkidsactions.phpGlobal Response KidsGlobal Response KidsGlobal Response KidsGlobal Response KidsGlobal Response Kids

Global Response is a non-profitorganization in the United States thatworks on the promotion campaignsrequested by local grassroots groupsfrom 93 countries who feel that aninternational campaign is necessary toget the attention of decision-makers.Global Response Kids was created dueto a significant number of letterscoming from teens and children wholearn about environmental issues andare motivated to take action. GlobalResponse encourages young people tovoice out their concerns for theenvironment.

www.ausmepa.org.auwww.ausmepa.org.auwww.ausmepa.org.auwww.ausmepa.org.auwww.ausmepa.org.auAustralia: ‘The Ocean Continent’Australia: ‘The Ocean Continent’Australia: ‘The Ocean Continent’Australia: ‘The Ocean Continent’Australia: ‘The Ocean Continent’

The Australian Marine EnvironmentProtection Association (AUSMEPA) is anon-profit organization that aims toinspire students of all ages to engage ineducation and actions that will raise theawareness for our marine environment.AUSMEPA aims to work together withother marine education and maritimegroups to protect the preciousAustralian marine environment.

35D e c e m b e r 2 0 0 3

Yes, it is possible. Young people,not only in Asia, but all over the world,may still be our best hope for thefuture. At the moment it may only takea fusion of positive youthfulness,connectivity using modern technologyand a foundation of experiences andsteady direction.

We are connected in thisenormous world by one vast sea, inthe same light that our young peopleare globally connected now byinformation technology. And we canall be connected, by our single hopefor sustainability and existence to thefuture.

R e f e r e n c e sR e f e r e n c e sR e f e r e n c e sR e f e r e n c e sR e f e r e n c e sGlobal Response Environmental Action and Education

Network. http://www.globalresponse.org. June 11,2004.

Interdata Communications Online. Market View: The Stateof the Internet Business in Asia Pacific. http://www.interdata.com.au/anz/marketview/content/east/2001-03-07.htm. June 15, 2004.

NUA Internet Surveys. CNNIC: Nearly 60 Million InternetUsers in China

Survey: Pinoy Kids Have Big Spending Power, Text Savvy.http://www.newsflash.org/2004/02/tl/tl012321.htm. June 15, 2004.

Thai Youth. Youth Worship Gadgets, Claims Survey. http://thailandlife.com/thaiyouth_21.html. June 15,2004.

Youth@ASEAN. http://www.aseanyouth.org. June 11, 2004.

ConclusionConclusionConclusionConclusionConclusion

Youth websites with variousobjectives get positive response fromyoung people all over the world, apositive indication that theinformation superhighway hasbecome a good channel in thesemodern times for connecting youngpeople for a cause.

The big challenge fordevelopment organizations lies inmaking youth websites reach itsmarket. Equal effort should be pouredto both website planning anddevelopment, and promotion andcommunity establishment. It may benecessary to involve schools, youthleaders and youth organizations, andto build tie-ups with relatedorganizations that have programmesfor the youth sector. It may take moretime and effort at this point as theyouth’s focus at the moment is sodiverse. But there are indicators offuture success as several young people

have already started to heed theenvironment’s plea online.

Among the websites mentionedin this article, youth’s responses canbe seen through their postings indiscussion boards, ticks on pollsurveys and contributions of literaryand art works. Several artworks postedin YE Hub’s Colors were contributedby primary students of Miriam Collegein the Philippines. Messages fromyoung people expressing interests inparticipating at environmental projectscan only be seen through PEMSEAwebsite’s Guestbook (http://pemsea.org). Exchanges of viewpointsamong young people in differentregions on various global issues aremade through the Voices of Youth:Speak Out webpage.

Global Response, in its report onVictories for the Environment, notedthe contribution of nine-year-old AmyRyan as one of the reasons for itssuccess. Amy Ryan said: “I enjoywriting letters to protect theenvironment because it makes me feelgood inside. I know that I cannot makeall the difference in the world bymyself, but one person can definitelyhelp change things for the better.”

Amidst all the changestechnological advancement hasbrought the new generation, children’soptimistic outlook in life has notchanged much, as shown in thesurveys conducted by UNICEF forchildren in Asia and the Pacific.Children of today believe that their lifewill be much better in the future.

Youth websites such as those fromUNEP-GPA and PEMSEA offerinformation on the state of theenvironment and encourage youngenvironmentalists.

The Filipino youth starts becomingtech- savvy at ages as early asseven years based on the resultsof the survey “New GenerationsPhilippines 2004” commissionedby the Cartoon Network.

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T r o p i c a l C o a s t s36

Elizabeth C. RoxasExecutive DirectorExecutive DirectorExecutive DirectorExecutive DirectorExecutive Director

Environmental Broadcast CircleEnvironmental Broadcast CircleEnvironmental Broadcast CircleEnvironmental Broadcast CircleEnvironmental Broadcast CirclePasig City, Philippines

IIIIIntroductionntroductionntroductionntroductionntroduction

SustainableDevelopment and theMultiplicity of Media

36

Surprisingly though, media asone major stakeholder and partner ispresent in all the three pillars. Wehave a government media whosemain responsibility is to disseminateinformation about the good projectsand activities undertaken by thegovernment. Then we have thecommercial or the mainstreammedia supported by businessadvertisers and sponsors as well asowners. And lastly, we have analternative media, which is morepeople-based or community-basedbut lacks the resources to reach andbe more accessible to a largernumber of people.

Having said so, we know alreadyhow these three forms or kinds ofmedia operate.

Given that scenario, however,still we know that media in all itsforms and sizes, kinds andrepresentations, classifications —reach a multiple and varied kind ofaudience, hence, its Multiplicity.

More than a decade after thevery historical 1992 Earth Summit inRio de Janeiro, Brazil, wheregovernments agreed that the

protection of the environment andsocial and economic development arefundamental to sustainabledevelopment, the World Summit onSustainable Development (WSSD) inJohannesburg, South Africa in 2002,assessed and recognized the failure tomeet such expectations andagreements as environmentaldegradation continued, povertyseriously deepened, and globalizationaccelerated in an overwhelming rateleaving behind the great majority ofthe people of the world to partake ashare of its benefits.

WSSD however, was able toproduce a Plan of Implementationdesigned to turn goals and promises,as well as the commitments of Agenda21, into concrete and tangible actions,where time-bound targets and goalswere put into place, new issues into asharper focus, needs of small islanddeveloping states and Africaspecifically addressed and voluntarypartnership initiatives complementedinternationally-agreed commitments.More importantly, WSSD also declaredand supported the community-basedapproach to sustainable development.With the presence of more than22,000 people including about 4,000

Partnership has been identified as acomplementing mechanism ofbuilding a more solid foundation anda stronger force of action inachieving sustainable development,particularly the important linkagesbetween economic and socialdevelopment and the verypassionate issue of environmentalprotection and conservation ofnatural resources. Thoughgovernment bears the primaryresponsibility of making sure that ahigher political commitment is inplace, we cannot discount the factthat the civil society groups as wellas the business sector play a verycritical and crucial role. As partners,the three pillars of sustainabledevelopment (government, theprivate sector and civil society)working together will ensure greaterlevel of implementation at the local,national and regional levels asagreed upon in various internationalinstruments.

D e c e m b e r 2 0 0 3

Media, being a very potent partner andMedia, being a very potent partner andMedia, being a very potent partner andMedia, being a very potent partner andMedia, being a very potent partner andagent of change to translate theagent of change to translate theagent of change to translate theagent of change to translate theagent of change to translate theJohannesburg Plan of ImplementationJohannesburg Plan of ImplementationJohannesburg Plan of ImplementationJohannesburg Plan of ImplementationJohannesburg Plan of Implementationinto real action where people caninto real action where people caninto real action where people caninto real action where people caninto real action where people canrelate and identify themselves, is a krelate and identify themselves, is a krelate and identify themselves, is a krelate and identify themselves, is a krelate and identify themselves, is a keyeyeyeyeyto makto makto makto makto make things really happen.e things really happen.e things really happen.e things really happen.e things really happen.

members of the media, WSSD maysomehow bring about the neededchange to make things happen — akind of development that will take intoconsideration the economic, social andenvironmental considerations anddimensions.

Multi-Multi-Multi-Multi-Multi- stakstakstakstakstakeholdereholdereholdereholdereholderPPPPParticipationarticipationarticipationarticipationarticipation

Media, being a very potent partnerand agent of change to translate theJohannesburg Plan of Implementationinto real action where people can relateand identify themselves, is a key tomake things really happen. As this is ageneral call to action, the roles of allstakeholders should be explicitly andimplicitly identified and explained sothere would be no misrepresentationand misinterpretation of informationand that the real meaning, objectives,causes, effects and impacts ofsustainable development will be amatter of importance for all.

Media has to properly addressthe very reason that where we are atthis point in time, is contributory towhat people have done… to theirvarious activities as individuals, aspart of the family, as part of thecommunity, as part of the workforce,and as part of the citizenry as awhole. We need a very strong multi-stakeholder participation andcooperation. What farmers do toour land, what fishers do to the seas,the oceans and the shorelines, whatthe indigenous peoples do to our

mountains and forests, what theurban and rural people do to ourenvironment, what the businessesdo to our ecosystems, what thegovernment, women, children, allof us do to all of our resources isall that we get at present.

If there is a widespreadpollution on air, water and land…if there is natural resourcedegradation.. if there is watercrisis… if there is siltation…overfishing… and a rapidbiodiversity loss… etc… what dowe do?

Challenging as it is, we wouldnot want this time to repeat thestory of the past decade. We arecounting a lot on the multiplicityof media to be able to reach andcover what its signals andtechnology and resources couldreach. We are also counting a loton media to be able tocommunicate and disseminateinformation to a more basic, if notmore appealing, more passionateand more laymanized manner.These are the ways to get theThe multiplicity of the media enables it to communicate and disseminate

information in a more laymanized and passionate manner. continued on page 43

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Mitsuhiro YoshidaFreelance JournalistFreelance JournalistFreelance JournalistFreelance JournalistFreelance Journalist

Japanese Forum ofJapanese Forum ofJapanese Forum ofJapanese Forum ofJapanese Forum ofEnvironmental JournalistsEnvironmental JournalistsEnvironmental JournalistsEnvironmental JournalistsEnvironmental Journalists

Yamaguchi-ken, Japan

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Sustainable Fisheriesand the Role of thePrint Media in Japan

38

However, due to the rapidindustrial development, pollutionand reclamation have damaged thecoastal environment. The loss ofhealthy seas is a great loss not onlyfor the fishing industry, but thenation as well. Fisheries in Japan,probably an “endangered industry,”are indispensable to the sustainabledevelopment of the seas. How canJapanese fishers and fishingcommunities regain vigor andescape from their hardships?Appropriate management of fishingresources must be useful for

development while keeping the seahealthy at the same time. It is time forthe media to stress the importance ofmultiple functions of fisheries andfishing communities.

Individually, journalists mustobtain both domestic and internationalforesight. Like seas withoutboundaries, information about seasmust be shared. Today, we are facingserious problems such as pollution,over-fishing, reclamation, and manyothers. The media has no time towaste.

Anybody can relax while walkingalong a beach or a fishing village.Until recently, many fishing boatswere moored to a harbor and, in themorning, busy voices were heard atthe markets of Japan’s fishingvillages. Time has passed andharbors have been wonderfullyimproved by public works, but, onthe other hand, the number offishing boats and fishers isdecreasing swiftly. Fishers havebecome old and their children, wholive in big cities, do not want toreturn to their birthplaces.

Japan is a country consisting of fourmajor islands: Hokkaido, Honshu,Shikoku, and Kyushu. Japan also hasover 7,000 small islands. The seashave nurtured both Japan’s industryand culture. People are familiar withthe sea and have derived satisfactionfrom it. With rapid industrialization,coastal areas were converted intoindustrial sites.

A fish market at a fishing community reveals the many kinds of fishcaught from the Seto Inland Sea.

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39D e c e m b e r 2 0 0 3

IndividuallyIndividuallyIndividuallyIndividuallyIndividually, journalists must obtain, journalists must obtain, journalists must obtain, journalists must obtain, journalists must obtainboth domestic and internationalboth domestic and internationalboth domestic and internationalboth domestic and internationalboth domestic and internationalforesight. Likforesight. Likforesight. Likforesight. Likforesight. Like seas without boundaries,e seas without boundaries,e seas without boundaries,e seas without boundaries,e seas without boundaries,information about seas must be shared.information about seas must be shared.information about seas must be shared.information about seas must be shared.information about seas must be shared.TTTTTodayodayodayodayoday, we are facing serious problems, we are facing serious problems, we are facing serious problems, we are facing serious problems, we are facing serious problemssuch as pollution, oversuch as pollution, oversuch as pollution, oversuch as pollution, oversuch as pollution, over-fishing-fishing-fishing-fishing-fishing,,,,,reclamation, and many others. Thereclamation, and many others. Thereclamation, and many others. Thereclamation, and many others. Thereclamation, and many others. Themedia has no time to waste.media has no time to waste.media has no time to waste.media has no time to waste.media has no time to waste.

Multiple Functions ofMultiple Functions ofMultiple Functions ofMultiple Functions ofMultiple Functions ofFisheriesFisheriesFisheriesFisheriesFisheries

Three years ago, the FisheryFundamental Law was enacted inJapan. Article 32 of the Law mandates:

“The Government shall takenecessary measures for increasingpublic understanding of and interestin the roles played by the fisheryindustries and fishing communities inthe life of the nationals and for thestability of the national economy. TheGovernment shall also take necessarymeasures for the multiple functionsof the fishery industries and fishingcommunities, other than the functionof supplying fishery products, to beappropriately and fully performedinto the future,” (Tentative translationby the Ministry of Agriculture,Forestry and Fisheries of Japan).

Article 32 declared for the firsttime, the multiple functions of fisheryand fishing communities.Government has to deepen people’sunderstanding about the role offisheries and must enforce itsmultiple functions.

Fishers are important peoplebecause they are the “guardians ofthe sea” and they must besustainable. They know much aboutthe sea and its environment andmanage the sea to make sure itsresources are harvested in asustainable manner.

Fishery also has a watchdogfunction in the coast, which includesrescue operations, bordersurveillance, and protection againstnatural disasters.

In addition, fishingcommunities offer a place foroceanic recreation and education.Traditional meals of fishingcommunities reflect geographicconditions. The culture of fishingvillages, such as festivals and folktales are important. Fishing villagesare also an important source of localemployment.

Damaged MarineDamaged MarineDamaged MarineDamaged MarineDamaged MarineEnvironmentEnvironmentEnvironmentEnvironmentEnvironment

The Japanese people enjoyeating fish daily. Annualconsumption of fish is 38.7 kg percapita, and 20 percent of the people’sprotein intake comes from marineproducts. The annual fishing catchwas 6,130,000 tons in 2001. The

Exclusive Economic Zone (EEZ),about 4,500,000 km2 is 12 times aslarge as the country and is placed6th in the world.

However, due to the rapidindustrial development, pollutionand reclamation have advanced,beautiful natural seashores havebeen converted into industrial sitescovered with concrete banks. Redtide and “blue tide” outbreak haveincreased.

Forty percent of tidal flats, thecradle for creatures such as fishes,crabs, birds and many others, havedisappeared. Now only 50,000hectares remain. Destruction of thesea brings not only damage tofishery but depletion ofbiodiversity. The menace ofenvironmental destruction islasting now. Many constructionprojects such as airports andnuclear power plants are beingplanned, and land reclamation isbeing done all over the country.

T r o p i c a l C o a s t s40

Environmental problems are soEnvironmental problems are soEnvironmental problems are soEnvironmental problems are soEnvironmental problems are socomplex that the journalist needscomplex that the journalist needscomplex that the journalist needscomplex that the journalist needscomplex that the journalist needs

insights on the relationships betweeninsights on the relationships betweeninsights on the relationships betweeninsights on the relationships betweeninsights on the relationships betweenhuman activities and the ecosystem.human activities and the ecosystem.human activities and the ecosystem.human activities and the ecosystem.human activities and the ecosystem.

Having the interdisciplinary insightsHaving the interdisciplinary insightsHaving the interdisciplinary insightsHaving the interdisciplinary insightsHaving the interdisciplinary insightscreate a huge difference from thecreate a huge difference from thecreate a huge difference from thecreate a huge difference from thecreate a huge difference from thetraditional way of covering news.traditional way of covering news.traditional way of covering news.traditional way of covering news.traditional way of covering news.

Decline of the FishingDecline of the FishingDecline of the FishingDecline of the FishingDecline of the FishingIndustryIndustryIndustryIndustryIndustry

Japan had given priority toindustrial development and hadsacrificed fishery. People expecteddamage caused by industrializationat any stage, but they preferredindustrial success. The problem isthat today’s situation is much worsethan people’s expectations. Now theprecious environment that remainswill be lost unless changes are madein current policies on coastal andmarine management.

Japanese fishery is in declinebecause of poor fish catch, thestrengthening of internationalregulations, and low fish prices at themarket due to the increase ofimported marine products. Theamount of fish catch has decreasedto about half of what it was 20 yearsago. Fishers number 252,000, half ofwhat it was 30 years ago. Thisnumber will further decline since 34percent of all current fishers areabove 65 years old.

Japan is importing the largestquantity of marine products in theworld. It has increased rapidly ininverse proportion to the decline ofthe domestic fishing industry.Imports amounted to 3,824,000 tonsin 2001, a figure that has doubled insize 15 years prior. The self-sufficient rate of fish for food is only53 percent.

The younger fishers do nothold positive outlooks for the future;they dislike the hard work and lowincome. Both the decreasing numberof fishers and the lessening fishcatch fall into a vicious cycle. Thedecrease in number of fishersweakens the fishing industry and thisin turn can have a negative effect onthe marine ecosystem as itsstewards decrease in number.

The media can provideinformation of the sea to manyreaders by introducing the fisher’slife and work. Historically theJapanese have a close relationshipwith the sea. We can learn the idea

that the sea and human beings cancoexist from history.

PPPPPeople’s Concern andeople’s Concern andeople’s Concern andeople’s Concern andeople’s Concern andthe Mediathe Mediathe Mediathe Mediathe Media

The sea ecosystem is notindependent but includes mountainsand rivers whose waters flow into thesea with nutrients. In the past, manyfishers planted trees in the mountainsin an attempt to restore theecosystem.

More information about the seawill catch readers’ interests and acomprehensive understanding aboutthe sea will prompt them to takeactions toward pro-environmentaldevelopment.

The position of the consumer isjust as influential. Two years ago, aJapanese song with the lyrics, “If youeat fish, you will be clever andhealthy” became a great hit. This is areflection of the people’s familiaritywith fish and fishery. If informationabout the sea crisis is reported to thepublic properly, consumers may havea much more positive view about thesea. People want safe fish. As we havemany controversial cases such falseproduct labeling or chemical use inaquaculture, consumer’sorganizations have to play their roleof investigating and providing properinformation to consumers.Journalists and consumers are on thesame boat.

41D e c e m b e r 2 0 0 3

Journalists have to walk in thefield and approach local stakeholderslike NGOs, small resident groups andfishers who worry about theconservation of the marineenvironment. Even casualconversations can produce on-the-ground information, or at least, anidea of local realities. I make it a ruleto meet people from organizationsand citizen groups and insist forenvironmental restoration such asprotecting the horseshoe crab andthe Indian porpoise, and the smallwhale living in the Seto Inland Sea.Through this method, I haveencountered many interesting themesfor my writing.

Environmental problems are socomplex that the journalist needsinsights on the relationships betweenhuman activities and the ecosystem.Having the interdisciplinary insightscreate a huge difference from thetraditional way of covering news. LastSeptember, I was in a small villagenear Khabarovsk, Russia, to cover aminority people there and I learnedthat many rivers run into the JapanSea, enriching the sea by nutritioncontained in the water. The issue ofdeforestation of mountains in Russiaholds direct relevance to issues of theJapanese fishing industry, and in turn,to the fish being cooked at home.

When it comes to internationalissues, whaling is an issue I have towrite about. There are pros and cons,and the Japanese government insists

that whaling is necessary for keepingthe seas sustainable. As far as Iknow, ordinary citizens seldom showinterest about this problem. Theyare fed up that arguments are amatter of “YES” or “NO” and that itsometimes becomes emotional. Themedia have to provide morescientific and neutral information todiscuss and judge the issuecorrectly.

As we are in the era ofInformation Technology, journalistswriting in the print media have toreinforce skills and enrichknowledge about electronic gears togive satisfaction to the readers.There are many databases andarchives where journalists cancollect information. The Internet isan excellent tool to build up humanand organizational relationshipworldwide.

The Japanese Forum ofEnvironmental Journalists (JFEJ), ofwhich I am a member, holdsmeetings every two months to learnabout the latest environmentalissues. The JFEJ has a website, whichis linked to my website. For anindependent journalist like me,having a website is very useful.

In addition to Internet, we alsohave to develop a human andorganizational network on a face-to-face basis, such as the Media Forumon Partnerships in EnvironmentalCommunication, an event which was

part of the East Asian Seas Congress2003 held in Putrajaya, Malaysia lastDecember. The forum was a goodopportunity to think and discuss withother Asian journalists.

A Long Distant PA Long Distant PA Long Distant PA Long Distant PA Long Distant Pastastastastast

The seas of the world areconnected and have no borders.Likewise, it is very natural forenvironmental journalists in the worldto share information and the ardentpassion for sustainable development.

I would like to mention myfavorite song for schoolchildren titled“I’m a child of the sea.” This song isvery popular in Japan and the wordsmention the happy memories ofgrowing up in a fishing village, whereyou can enjoy swimming and listeningto the sound of the waves.

Nowadays, scenes like those aredifficult to find and people take it justas part of the “past.” The media canrekindle the passion for restoringnature in the readers’ hearts and canmake fishers confident of theirpositions as guardians of the sea.

Fishers collect short-necked clams at anartificial seashore. The amount of catchis decreasing.

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organizations and PEMSEA officersattended the Forum, coorganized by theAsia Pacific Forum of EnvironmentalJournalists (APFEJ) and PEMSEA.

The Forum revealed aninformation gap between the localstakeholders and policymakers and thescientists regarding coastal and marineenvironmental issues. It was agreed thatmedia practitioners can play the role of“laymanizing” the technical aspects ofICM and presenting them in a formmost stakeholders would understand.

Among the forum’srecommendations were:

· For media practitioners toparticipate in PEMSEA ICM studytours and that a manual on ICM bedeveloped for journalists;

· For media practitioners to visittheir respective national PEMSEA

ICM demonstration sites andwork with the site’s technicalstaff to gain a betterunderstanding of ICM;

· PEMSEA’s Website be furtherenhanced to provideinformation to mediapractitioners and that an e-group on ICM for journalists becreated to enable journalistswith ready and convenientaccess to information, as wellas serve as a venue forknowledge sharing betweenjournalists from all PEMSEAparticipating countries; and

· The development of a mediastrategy that can beimplemented over a timeframe. The media strategy canalso serve to monitor theaccomplishments of the mediain terms of supporting theobjectives of the SDS-SEA.

The Putrajaya statement calledfor the media to:

· Enhance environmental awarenessand dissemination of scientific, aswell as traditional knowledge andpractices to mobilize stakeholderstowards appropriate decisionsand choices that would improveocean governance in East Asia;

· Organize programs, projects,activities and events to deepenunderstanding and strengthensupport for the implementation ofthe SDS-SEA; and

· Contribute, through APFEJ, inhelping achieve measurable goalsand outcomes that will serve asindicators of sustainabledevelopment and management ofcoastal and ocean resources.

continued from page 9

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Journalists, broadcasters and communicators and representatives of internationalorganizations attended the Media Forum on Partnerships in EnvironmentalCommunication, a side event of the East Asian Seas Congress 2003.

Ms. Elizabeth Roxas, Executive Directorof the Environmental Broadcast Circle,welcomes the participants to the MediaForum.

Ms. Sylvia Inciong of the United NationsInformaton Center (Philippines) speakson the objectives of the Media Forum.

Raising Public Awareness on Coastaland Marine Concerns through the Media

D e c e m b e r 2 0 0 3

interest of the people… to get theminvolved because they have stakes,and to push them into actionbecause there is still time. Attainingthis level of awareness and concernis a sure indication of participation.Otherwise, this is again just a storyof the few and chosen.

The Media forThe Media forThe Media forThe Media forThe Media forAdvocacyAdvocacyAdvocacyAdvocacyAdvocacy

Media also acts as multiplewatchdogs. We can closely monitorand report adherence toimplementation of agreements, laws,rules and regulations and the likes.Media can provide a medium ofexchange among the lawmakers andthe law breakers and the generalpublic. The power of media is suchthat it can influence behavior andattitude change. It can also provide a

capacity-building mechanism forsustainable development. If thepublic is bombarded with sustainabledevelopment information in print andbroadcast media, and in other formsof media like computers, cell phones,billboards, stickers, jingles, etc., therewould really be no other way to gobut towards sustainabledevelopment.

Media also act ascommunicators for sustainabledevelopment. It is an effectivemedium for advocacy. Giving peoplehope and sharing positive initiativesthrough success stories and goodpractices can win their hearts insupport of sustainable development.

Showcasing practitioners andchampions of sustainabledevelopment is also an effectiveapproach to getting support and

action from the people and thegeneral public. Meaning thatsustainable development is doableand it is not just a dream. This mayencourage and promotevolunteerism, too. Media can verywell do this as media is everywhere.

Designing the kind of programsor topics and issues to be highlightedor used by the media together withthe people is a very constructiveapproach to reach the hearts andminds of the people and generatefeedback through actions of support.

Opening the lines ofcommunication and providing a freeflow of information so that thedifferent audiences and the generalpublic can have access to the media isempowering.

The capacity to reach as manyaudiences and provide the saidaudiences to reach the media inreturn is a very good example ofpeople’s participation, cooperationand collaboration. Hearing their sidesand arguments, listening to theirstories, and emphasizing theimportance of sustainabledevelopment in their daily lives willdefinitely move them to real action.Incorporating all of these with thepositive initiatives of businesses andgovernment may somehow prove thatpartnership works.

If this happens, the multiplicityof media is a major way of attainingthe true essence of sustainabledevelopment.

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continued from page 37

What is Sustainable Development?What is Sustainable Development?What is Sustainable Development?What is Sustainable Development?What is Sustainable Development?

“…meeting the needs of the present“…meeting the needs of the present“…meeting the needs of the present“…meeting the needs of the present“…meeting the needs of the presentgeneration without compromising the abilitygeneration without compromising the abilitygeneration without compromising the abilitygeneration without compromising the abilitygeneration without compromising the abilityof the future generations to meet their ownof the future generations to meet their ownof the future generations to meet their ownof the future generations to meet their ownof the future generations to meet their ownneeds…”needs…”needs…”needs…”needs…”

This is how the World Commission on Environment and SustainableDevelopment (WCED) defines sustainable development in its report “OurCommon Future” published in 1987.

Sustainable Development and the Multiplicity of Media

T r o p i c a l C o a s t s44

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Media Practitioners Commit to theSustainable Development of theSeas of East Asia

PUTRAJAYA, MALAYSIA — MediaPUTRAJAYA, MALAYSIA — MediaPUTRAJAYA, MALAYSIA — MediaPUTRAJAYA, MALAYSIA — MediaPUTRAJAYA, MALAYSIA — Mediapractitioners in the Asian regionpractitioners in the Asian regionpractitioners in the Asian regionpractitioners in the Asian regionpractitioners in the Asian regionadopted the Putrajaya Statement ofadopted the Putrajaya Statement ofadopted the Putrajaya Statement ofadopted the Putrajaya Statement ofadopted the Putrajaya Statement ofMedia Commitment on SustainableMedia Commitment on SustainableMedia Commitment on SustainableMedia Commitment on SustainableMedia Commitment on SustainableDevelopment of the Seas of East Asia, onDevelopment of the Seas of East Asia, onDevelopment of the Seas of East Asia, onDevelopment of the Seas of East Asia, onDevelopment of the Seas of East Asia, on11 December 2003, opening new11 December 2003, opening new11 December 2003, opening new11 December 2003, opening new11 December 2003, opening newopportunities for the media to enhanceopportunities for the media to enhanceopportunities for the media to enhanceopportunities for the media to enhanceopportunities for the media to enhanceawareness, disseminate scientific andawareness, disseminate scientific andawareness, disseminate scientific andawareness, disseminate scientific andawareness, disseminate scientific andtraditional knowledge and practices, andtraditional knowledge and practices, andtraditional knowledge and practices, andtraditional knowledge and practices, andtraditional knowledge and practices, andtake the lead in organizing initiatives totake the lead in organizing initiatives totake the lead in organizing initiatives totake the lead in organizing initiatives totake the lead in organizing initiatives tosupport the implementation of thesupport the implementation of thesupport the implementation of thesupport the implementation of thesupport the implementation of theSustainable Development Strategy forSustainable Development Strategy forSustainable Development Strategy forSustainable Development Strategy forSustainable Development Strategy forthe Seas of East Asia (SDS-SEA).the Seas of East Asia (SDS-SEA).the Seas of East Asia (SDS-SEA).the Seas of East Asia (SDS-SEA).the Seas of East Asia (SDS-SEA).

The adoption of the Putrajaya Statement was aculmination of the Media Forum on Partnershipsin Environmental Communication, a side event ofthe East Asian Seas Congress 2003. Twenty-fourjournalists, broadcasters and communicators,representatives of international organizations,and PEMSEA officers attended the Forum whichprovided a venue for exploring how media can doits part in the implementation of the SDS-SEA.The Media Forum was co-organized by the AsiaPacific Forum of Environmental Journalists(APFEJ) and PEMSEA.

The Forum revealed an information gap betweenthe local stakeholders and policymakers and thescientists regarding coastal and marineenvironmental issues. It was agreed that mediapractitioners can play the role of “laymanizing”the technical aspects of integrated coastalmanagement (ICM) and presenting them in aform most stakeholders would understand. Thiscannot happen effectively unless media capacity isenhanced. To this end, it was recommended thatmedia practitioners participate in PEMSEA ICMstudy tours and that a manual on ICM be

developed for journalists. It was alsorecommended that media practitioners visit theirrespective national PEMSEA ICM demonstrationsites and work with the site’s technical staff togain a better understanding of ICM.

The Forum also recommended that PEMSEA’sWebsite be further enhanced to provide informationto media practitioners and that an e-group on ICMfor journalists be created. This would enablejournalists with ready and convenient access toinformation as well as serve as a venue forknowledge sharing between journalists from allPEMSEA participating countries.

Another recommendation that came out of theMedia Forum was the development of a mediastrategy that could be implemented over atimeframe. A media strategy can also serve tomonitor the accomplishments of the media interms of supporting the objectives of the SDS-SEA.

The Putrajaya Statement called for the media to:

• Enhance environmental awareness anddissemination of scientific as well astraditional knowledge and practices tomobilize stakeholders towards appropriatedecisions and choices that would improveocean governance in East Asia;

• Organize programs, projects, activities andevents to deepen understanding andstrengthen support for the implementationof the SDS-SEA; and

• Contribute, through APFEJ, in helpingachieve measurable goals and outcomesthat will serve as indicators of sustainabledevelopment and management of coastaland ocean resources.

New PEMSEANew PEMSEANew PEMSEANew PEMSEANew PEMSEAEnvironmentalEnvironmentalEnvironmentalEnvironmentalEnvironmentalVideos RVideos RVideos RVideos RVideos Readyeadyeadyeadyeadyfor Broadcastfor Broadcastfor Broadcastfor Broadcastfor BroadcastQUEZON CITYQUEZON CITYQUEZON CITYQUEZON CITYQUEZON CITY, PHILIPPINES , PHILIPPINES , PHILIPPINES , PHILIPPINES , PHILIPPINES –––––PEMSEA hasPEMSEA hasPEMSEA hasPEMSEA hasPEMSEA has produced two produced two produced two produced two produced twoenvironmental videos that are readyenvironmental videos that are readyenvironmental videos that are readyenvironmental videos that are readyenvironmental videos that are readyfor TV broadcast: The for TV broadcast: The for TV broadcast: The for TV broadcast: The for TV broadcast: The EAS CongressEAS CongressEAS CongressEAS CongressEAS Congress2003: Regional Partnerships in2003: Regional Partnerships in2003: Regional Partnerships in2003: Regional Partnerships in2003: Regional Partnerships inActionActionActionActionAction , a video that highlighted the, a video that highlighted the, a video that highlighted the, a video that highlighted the, a video that highlighted therecently concluded East Asian Seasrecently concluded East Asian Seasrecently concluded East Asian Seasrecently concluded East Asian Seasrecently concluded East Asian SeasCongress held in Putrajaya,Congress held in Putrajaya,Congress held in Putrajaya,Congress held in Putrajaya,Congress held in Putrajaya,Malaysia; and Malaysia; and Malaysia; and Malaysia; and Malaysia; and Melasti: A Festival ofMelasti: A Festival ofMelasti: A Festival ofMelasti: A Festival ofMelasti: A Festival ofHopeHopeHopeHopeHope , a video on integrated coastal, a video on integrated coastal, a video on integrated coastal, a video on integrated coastal, a video on integrated coastalmanagement (ICM) and culturalmanagement (ICM) and culturalmanagement (ICM) and culturalmanagement (ICM) and culturalmanagement (ICM) and culturalpractices in Bali, Indonesia.practices in Bali, Indonesia.practices in Bali, Indonesia.practices in Bali, Indonesia.practices in Bali, Indonesia.

Initial arrangement is being forged withtelevision networks interested in airingthe videos.

PEMSEA has produced a number ofvideo documentaries on environmentalmanagement practices that were aired onPhilippine TV. This includes Monsoon Tale,a video that focused on the ICM experiencesin the Philippines (Batangas, Bataan andManila Bay) and in Xiamen, China. PEMSEAhas also produced audio-visual andinformational videos about the programme,to provide a background on its activities andobjectives, and the Sibuyan Eco-Youth Camp,a video that featured the eco-youth campheld in Sibuyan Island, Romblon,Philippines.

Besides TV broadcast, theseenvironmental videos are also used forother purposes such as in-trainingprograms as part of modules andschool projects. A number of requestsfor video copies are received throughthe PEMSEA website (http://www.pemsea.org).

continued on page 45

45D e c e m b e r 2 0 0 3

P E M S E AP

R

O

G

R

A

M

M

E P E M S E A

N E W SCHENGDU, PR CHINA — CHENGDU, PR CHINA — CHENGDU, PR CHINA — CHENGDU, PR CHINA — CHENGDU, PR CHINA — Major lines and fields ofMajor lines and fields ofMajor lines and fields ofMajor lines and fields ofMajor lines and fields ofaction for the implementation of the Sustainableaction for the implementation of the Sustainableaction for the implementation of the Sustainableaction for the implementation of the Sustainableaction for the implementation of the SustainableDevelopment Strategy for the Seas of East Asia (SDS-Development Strategy for the Seas of East Asia (SDS-Development Strategy for the Seas of East Asia (SDS-Development Strategy for the Seas of East Asia (SDS-Development Strategy for the Seas of East Asia (SDS-SEA) were decided on by international experts duringSEA) were decided on by international experts duringSEA) were decided on by international experts duringSEA) were decided on by international experts duringSEA) were decided on by international experts duringthe Preparatory Meeting for the Working Group on thethe Preparatory Meeting for the Working Group on thethe Preparatory Meeting for the Working Group on thethe Preparatory Meeting for the Working Group on thethe Preparatory Meeting for the Working Group on theImplementation of the SDS-SEA held from 29 March to 1Implementation of the SDS-SEA held from 29 March to 1Implementation of the SDS-SEA held from 29 March to 1Implementation of the SDS-SEA held from 29 March to 1Implementation of the SDS-SEA held from 29 March to 1April 2004.April 2004.April 2004.April 2004.April 2004.

The meeting brainstormed on the SDS-SEA implementation, includingtargets, approaches, modalities and funding implications, taking intoaccount the specific national and local conditions. The meeting alsoproduced a conceptual framework for the implementation of the SDS-SEA. The Chengdu Meeting is considered a milestone in that it marksthe concrete steps leading to on-the-ground implementation of theSDS-SEA, which was adopted by PEMSEA-participating countries lastDecember 2003 in Putrajaya, Malaysia.

The lines of action proposed include mainstreaming of coasts andoceans into national policy, the scaling up of integrated coastalmanagement programs, enhancing the use of the region’s intellectualcapital, and capacity building. Scientific and technical support,knowledge management and financing mechanisms were identified ascritical fields of action. The draft conceptual framework will berefined and presented during the Working Group Meeting to be heldin August 2004.

The participants in the preparatory meeting were experts withextensive knowledge and experiences in the field of ocean-relatedpolicy and program development, both at the national andinternational levels, many of whom were involved in the developmentof the SDS-SEA. The meeting was organized by the PEMSEA RegionalProgramme Office and was hosted by the State OceanicAdministration of the People’s Republic of China.

The SDS-SEA is considered necessary and timely in addressing cross-sectoral concerns, as it employs an integrated approach, mirroringthe interconnectivity of the sea. It is a platform for addressing thesustainable ocean development issues in the region and serves as anumbrella for the efforts of other regional programs, agencies andother stakeholders.

Experts Meet inExperts Meet inExperts Meet inExperts Meet inExperts Meet inChengdu for SDSChengdu for SDSChengdu for SDSChengdu for SDSChengdu for SDS-----SEASEASEASEASEAImplementationImplementationImplementationImplementationImplementation

BABABABABATTTTTANGAS CITYANGAS CITYANGAS CITYANGAS CITYANGAS CITY, PHILIPPINES — The Batangas P, PHILIPPINES — The Batangas P, PHILIPPINES — The Batangas P, PHILIPPINES — The Batangas P, PHILIPPINES — The Batangas ProvincialrovincialrovincialrovincialrovincialGovernment is now able to share its knowledge onGovernment is now able to share its knowledge onGovernment is now able to share its knowledge onGovernment is now able to share its knowledge onGovernment is now able to share its knowledge onintegrated coastal management (ICM) online with the initialintegrated coastal management (ICM) online with the initialintegrated coastal management (ICM) online with the initialintegrated coastal management (ICM) online with the initialintegrated coastal management (ICM) online with the initialuploading of the Batangas Coastalink website last 27 Mayuploading of the Batangas Coastalink website last 27 Mayuploading of the Batangas Coastalink website last 27 Mayuploading of the Batangas Coastalink website last 27 Mayuploading of the Batangas Coastalink website last 27 May2004. The website was a direct output of the T2004. The website was a direct output of the T2004. The website was a direct output of the T2004. The website was a direct output of the T2004. The website was a direct output of the TrainingrainingrainingrainingrainingWorkshop on Web Development, which was held fromWorkshop on Web Development, which was held fromWorkshop on Web Development, which was held fromWorkshop on Web Development, which was held fromWorkshop on Web Development, which was held from24-27 May 2004, and organized by PEMSEA and the24-27 May 2004, and organized by PEMSEA and the24-27 May 2004, and organized by PEMSEA and the24-27 May 2004, and organized by PEMSEA and the24-27 May 2004, and organized by PEMSEA and theProvincial Government – Environment and NaturalProvincial Government – Environment and NaturalProvincial Government – Environment and NaturalProvincial Government – Environment and NaturalProvincial Government – Environment and NaturalResources Office (PG-ENRO).Resources Office (PG-ENRO).Resources Office (PG-ENRO).Resources Office (PG-ENRO).Resources Office (PG-ENRO).

The workshop trained eleven PG-ENRO staff on the basics of the Internet,World Wide Web, and the existing/emerging tools and techniques used inweb development; the practical knowledge and skills on web productionusing specific software and tools; and the strategies in website promotionand web community establishment. The participants were able to work step-by-step towards the creation of the Batangas Coastalink website as most ofthe exercises used actual information on Batangas Bay.

The training workshop was the first of a series of on-site training programsbeing organized by PEMSEA to assist its demonstration sites in establishingtheir own presence on the Internet, providing each demonstration site with anew means of sharing their lessons and experiences in environmentalmanagement to a much wider online audience.

The creation of ICM websites, referred to as Coastalinks, is also aimed atstrengthening regional networking and parallel knowledge sharing on theEast Asian Seas. The Coastalink websites will be launched simultaneously on18 September 2004 in time for the celebration of the World Cleanup Day.

Batangas ICM GoesBatangas ICM GoesBatangas ICM GoesBatangas ICM GoesBatangas ICM GoesOnline with WOnline with WOnline with WOnline with WOnline with WebebebebebDevelopment TDevelopment TDevelopment TDevelopment TDevelopment Trainingrainingrainingrainingraining

PEMSEA is active in the production of environmental videos and has beencollaborating with media partners and contacts to achieve its goal ofpromoting environmental and coastal management. This goal is alsoestablished to ensure that lessons learned from its programme sites aredisseminated to its stakeholders in East Asia and beyond.

continued from page 44New Pemsea Environmental Videos Ready for Broadcast

20042004PEMSEA’s training

initiatives provide unique learning experiences

through:

Effective environmental management requires trained and skilled

people…

Involvement of multisectoral

stakeholders in coastal and marine environmental

protection and management

Field studies integrated into training courses, complementing theory with

actual practice

Site-specific application of acquired new skills ensuring enhanced

capability and confidence

Concrete plans for follow-on actions, encouraging participants to

make a difference

ICM Study Tour (Xiamen, PR China)

Working Group on the Implementation of the SDS-SEA (Manila, Philippines)

Investors Roundtable (Xiamen, PR China)

Tenth PEMSEA Programme Steering Committee Meeting (Xiamen, PR China)

ICM Training Course (Xiamen, PR China and Manila, Philippines)

Training Workshop on IEIA (Hong Kong)

Note: The above schedules are subject to change.

T r o p i c a l C o a s t s

ALUMNIN E T W O R K

Get involved... stay involved.

The Alumni Network offers:

New and up-to-date information on PEMSEA activities

Information on opportunities for professional upgrading and degree programs

available on fields relevant to coastal and marine environmental management

A chance to be a member of the PEMSEA roster of trainers

Information on PEMSEA - related training activities within the regionTo join, visit the PEMSEA website and complete the registration form.

KNOW MOREKNOW MOREWwww.pemsea.org

21 – 23 July

23 – 26 August

September/October

25 – 29 October

22 November –

10 December

29 November – 4 December

T

T

T

T

46

P E M S E A

••••

•

•

Environmental Consequences of Development Projects History and Evolution of IEIA

EIA in Developed and Developing Countries: Current Practices

and Socioeconomic Factors Sustainable Development, Carrying Capacity and Precautionary Principles, Integrated Coastal Management

IEIA Process

Nature and Obectives of IEIA

capaci

ty

bu

ildin

g

Fea

ture

d T

rain

ing

Cou

rse

for

This

Iss

ue

Integrated Environmental Impact Assessment

Participants are expected to have at least a bachelor’s degree and three years experience in coastal management and environmental impact assessment.

Who Should Participate?

47

The course aims to enhance the knowledge and skills of participants in the conduct, methodology, multidisciplinary approach and benefits of integrated environmental impact assessment (IEIA) and promote the integration of IEIA in the development planning schemes in their respective countries.

.

D e c e m b e r 2 0 0 3

Topics covered

For further information, please contact:

The Regional Programme DirectorGEF/UNDP/IMO Partnerships in Environmental Management

for the Seas of East Asia (PEMSEA)

Mailing Address: P.O. Box 2502, Quezon City 1165, PhilippinesTel.: (632) 920 2211 to 14 Fax: (632) 926 9712

Website: http://www.pemsea.orgE-mail: info@pemsea.org

E V E N T S

29 November - 4 December 2004 City University of Hong •

20042004PEMSEA’s training

initiatives provide unique learning experiences

through:

Effective environmental management requires trained and skilled

people…

Involvement of multisectoral

stakeholders in coastal and marine environmental

protection and management

Field studies integrated into training courses, complementing theory with

actual practice

Site-specific application of acquired new skills ensuring enhanced

capability and confidence

Concrete plans for follow-on actions, encouraging participants to

make a difference

ICM Study Tour (Xiamen, PR China)

Working Group on the Implementation of the SDS-SEA (Manila, Philippines)

Investors Roundtable (Xiamen, PR China)

Tenth PEMSEA Programme Steering Committee Meeting (Xiamen, PR China)

ICM Training Course (Xiamen, PR China and Manila, Philippines)

Training Workshop on IEIA (Hong Kong)

Note: The above schedules are subject to change.

T r o p i c a l C o a s t s

ALUMNIN E T W O R K

Get involved... stay involved.

The Alumni Network offers:

New and up-to-date information on PEMSEA activities

Information on opportunities for professional upgrading and degree programs

available on fields relevant to coastal and marine environmental management

A chance to be a member of the PEMSEA roster of trainers

Information on PEMSEA - related training activities within the regionTo join, visit the PEMSEA website and complete the registration form.

KNOW MOREKNOW MOREWwww.pemsea.org

21 – 23 July

23 – 26 August

September/October

25 – 29 October

22 November –

10 December

29 November – 4 December

T

T

T

T

46

P E M S E A

••••

•

•

Environmental Consequences of Development Projects History and Evolution of IEIA

EIA in Developed and Developing Countries: Current Practices

and Socioeconomic Factors Sustainable Development, Carrying Capacity and Precautionary Principles, Integrated Coastal Management

IEIA Process

Nature and Obectives of IEIA

capaci

ty

bu

ildin

g

Fea

ture

d T

rain

ing

Cou

rse

for

This

Iss

ue

Integrated Environmental Impact Assessment

Participants are expected to have at least a bachelor’s degree and three years experience in coastal management and environmental impact assessment.

Who Should Participate?

47

The course aims to enhance the knowledge and skills of participants in the conduct, methodology, multidisciplinary approach and benefits of integrated environmental impact assessment (IEIA) and promote the integration of IEIA in the development planning schemes in their respective countries.

.

D e c e m b e r 2 0 0 3

Topics covered

For further information, please contact:

The Regional Programme DirectorGEF/UNDP/IMO Partnerships in Environmental Management

for the Seas of East Asia (PEMSEA)

Mailing Address: P.O. Box 2502, Quezon City 1165, PhilippinesTel.: (632) 920 2211 to 14 Fax: (632) 926 9712

Website: http://www.pemsea.orgE-mail: info@pemsea.org

E V E N T S

29 November - 4 December 2004 City University of Hong •